Annual Report 2019 Content News Media Entertainment Media Online Services Advertising Finance & Marketing 9 “Our destination 27 Radio and TV: the friend who comes 39 Online Services guide 65 “Growing digital reader revenue is quality” round when no one else does anymore conscious consumers offsets decline in print” 49 “Our customers' trust is key” 10 DPG Media is online 41 Mijnenergie 66 DPG Media in brief news leader breaks records

Financial report 12 The explosion of 68 online regional news

14 Digitale Editie brings news to life 16 VTM NIEUWS brings order to chaos

17 De Volkskrant wants to be the biggest and best 28 18 Humo journalist gets clients of prostitutes talking This is how Qmusic's De Ochtendshow is made 50 19 Weekendavisen defies all laws of media Branded content: back to the brand story 30 Q is in the winning mood 20 3 journalistic 42 gems of 2019 “Viewers come out on top” 32 Independer spends 52 “We have to behave like 22 Rejuvenation puts B.T. holidays on the phone a marketing partner” on right track 33 Video breaks through with 1.3 billion views 54 “Marketeers are going back to the basics of the trade” 44 Unique joint venture in the 34 “Magazine producers are automotive sector more than print suppliers” 56 Berlingske Media looking digital growth 46 Tweakers informs more and for 36 Red Nose Day makes 423,335 more people about technology young people stronger 58 “Not just the last click, but the customer journey 47 Mobile Vikings taking up entire counts” challenger role again 60 “We're no longer taking the 24 scattershot approach—we know who we're targeting now” How journalism turned things around for 62 How do you convince thousands of parents readers digital isn't free? This is DPG Media

The Netherlands Belgium Denmark Total

TURNOVER TURNOVER TURNOVER TURNOVER 868 695 134 1.6 million € million € million € billion €

EBITA EBITA EBITA EBITA 108 63 13 184 million € million € million € million € We are 2,971 1,453 499 4,923 DPG Media Number of Number of Number of Number of We enrich people’s lives with leading media collaborators collaborators collaborators collaborators (FTE’s) (FTE’s) (FTE’s) (FTE’s) that inform, inspire, and entertain… that’s our passion. We believe that well informed citizens, and strong communities, make for a better world… that’s our purpose. We’re determined to build a thriving media company with lasting success… that’s our ambition. Positive, creative and competitive… that’s our spirit. A markedly An intense year Berlingske breaks good 2019 well-concluded! through digitally

ANTWERP AMSTERDAM In 2019, we continued work on our digital The slumping advertising market landed our In 2019, all our media broke through digitally. transformation, producing good results. The TV business in bad weather and caused it several Berlingske became the biggest digital premi- HILVERSUM reach of our news sites, the volume of digital setbacks. But we tightened our purse-strings, um news brand, B.T. is now leading in mobile, subscribers, and advertising revenue rocketed. and thankfully radio, magazines, news media, Weekendavisen grew digitally, and Euroinvestor VILVOORDE Online services are making headway too, even mobile, and online services did do well. launched a new website. DPG Media in DPG Media DPG Media though our recruitment activities remain Digitally, 2019 was a brilliant year. We managed The number of page views smashed all records. ROTTERDAM challenging. to really speed up our digital transformation. We drew more users, more digital subscriptions, Despite the focus on online, we keep making We grew 20 percent faster than the market, so and more digital ads. We invested in IT, mobile excellent newspapers. Thanks to well-targeted we could lay claim to the sought-after title of platforms, and digital skills. That has made the Netherlands Belgium Denmark marketing efforts, the print decrease was limi- “local champion”. Berlingske Media Denmark’s leading digital in in KOPENHAGEN ted to a few percentage points. The minimal All of that in a turbulent year. We merged De media company. drop in our print run and the strong increase Persgroep Publishing and Medialaan into a As we were setting records in digital, we re- in digital subscribers mean soaring growth for single company with a new name. We intro- mained the same sharp, conservative media our subscriber base and the related turnover. duced a new organisation and new operating group, fully in line with our 1948 publishing 1.04 That’s a highly promising development. principles. We moved to a new building in statement. That statement requires from us million listeners/day Qmusic made 2019 the best year it’s ever had. Antwerp and we’ve also radically transformed that we provide truthful information and fairly 1.28 Thanks to a fantastic Ochtendshow and clever the TV organisation. advise our users: two of the free press’s essen- million listeners/day TURNOVER TURNOVER TURNOVER afternoon programming, more and more liste- It was a very intense year, leaving many challen- tial contributions to democracy. Our digital 714,000 ners are tuning in to Qmusic. Advertisers are ges untackled, but with a result that feels good. successes and our loyalty to the publishing 2.55 readers/day realizing that too, making the year a financial statement were rewarded. We concluded 2019 Radio million viewers/day success as well. Kris Vervaet, with a profit (EBITA) of 13 million euros. The 868 Radio 695 134 In these coronavirus times, it feels like the CEO DPG Media België best result in many years. million € TV million € Print million € distant past, but 2019 was a markedly good 4.9 year. It’s ensured our company’s resilience. Anders Krab-Johansen Digital million unique 1.5 Print Our strategy is solid, and with the acquisition CEO and publisher of Berlingske Media, million of Sanoma, I feel confident the DPG Media of- a DPG Media Company Print browsers/day EBITA EBITA EBITA readers/day fices will be abuzz with activity again in 2020. (news brands) Digital Right now, I’m primarily grateful for the un- Digital precedented work our collaborators are getting 1.6 done from home. Onwards, with bravery! 108 63 million unique 13 million € million € million € 3.41 browsers/day Erik Roddenhof, million readers/day 2.45 (news brands) CEO DPG Media & CEO DPG Media Nederland million unique browsers/ day (news brands) 1 Annual Report 2019 • DPG Media

Record year as a result of diversification

It is with mixed feelings that I present to you, performance of our activities. The Board also on behalf of the DPG Media Board of Directors, appreciates that DPG Media's shareholders We've got all the the 2019 consolidated financial statements. indicated straightaway that they would prefer that the profits of the past financial year should On the one hand, satisfaction prevails with in their integrity be set aside for the company. regard to the past financial year, which set assets to accelerate new records financially: operating income Notwithstanding these exceptional circum- rose by 4 percent to 1,638 million euros, our stances, DPG Media has completed its most operational cash flow increased by 7 percent sizeable acquisition of the past few years: in our digital transition to 258 million euros, and net current earnings early December of 2019, an agreement was went up 2 percent, hitting 129 million euros. reached about the takeover of Sanoma Ned- erland, a transaction which the Netherlands Profitability grew in our three home markets Competition Authority ratified in April. This (the Netherlands, Belgium, and Denmark) and acquisition, too, is of great strategic importance is the result of the multimedia diversification for DPG Media in order to accelerate the group's “What a year! And what a lovely finish!" of the portfolio. The growth of online services, digital transformation. That was the title of our CFO Piet Vroman's mobile telephony, and radio generously made up for the downturn in TV and magazines. And, last but not least, I should like to extend my commentary on the financial results in thanks on behalf of the Board to Léon Seynave December 2019. And 2020 was off to a good On the other hand, there is great concern now and Eric Verbeeck, who, after almost 20 years that the global economy is groaning under the of valued contributions to the expansion of start as well, until the coronavirus changed lockdown measures adopted as a result of the DPG Media, resigned their board seats at the everything and brought the world to a standstill. COVID-19 pandemic. DPG Media had got off to end of last year. Having appointed Bernadette an excellent start in 2020, but in mid-March, de Bethune and Jeanine van der Vlist in their our growth was interrupted abruptly. While stead, however, the Board finds itself reinforced Since early March, nearly 95 In these exceptional times, we're consumer turnover remains very stable, ad- and ready to see DPG Media safely through the percent of our personnel has been more than ever finding out how vertising turnover is hurting badly what with current storm. working from home. In this annual important our media are. Every the economy almost brought to a standstill. report, we've devoted two pages day, we try to offer journalism Ludwig Criel, to how we deal with this crisis that's as reliable as possible, and To its satisfaction, the Board has found that the Chairman of the Board of Directors as a media company that's got to our readers, viewers, and listeners group's management, immediately after the start stay operational 24/7. It's actually appreciate that no end. In terms of the outbreak, implemented the necessary quite incredible how well this is of reach, we're breaking record measures to guarantee our collaborators’ safety, working out, even though it must after record in all our media and to ensure the quality of the media offering for not last for too long. Right now, on all our platforms. In a normal our end users, and to safeguard the financial no one knows when the general situation, this would be leading lockdown will be lifted, but what to higher advertising revenue. But we do know is that the impact on it’s not. the economy and on society will be enormous. 2 3 Annual Report 2019 • DPG Media

the best technology, so we can serve our end and video come together, offering wonderful Most online services recorded solid growth, users and advertisers on the best and most possibilities to cover the news better than but we saw challenges in the automotive and attractive digital platforms. ever before. We're highly optimistic about the job markets. That's why we've structurally rein- future of journalism. Digitalizing periodicals is forced our presence in these markets thanks to Within this strategic framework, we've made still a major challenge. They're still immensely two joint ventures with Mediahuis. We believe significant acquisitions: for example, the com- popular print media and they're quite prof- this will enable us to grow substantially. DPG plete takeover of Medialaan (Belgium's biggest itable, but there are almost no examples of Media will continue to be on the lookout for TV and radio company) in 2017, and the take- successful digital magazines. We do believe, opportunities to reinforce its online services over of Independer (the Netherlands' biggest however, that it's possible and have concrete position. Prospects there are excellent. comparison platform for insurance products) plans in that direction. This will be an absolute in 2018. The recently announced acquisition priority for the wide-ranging portfolio of the In this yearly report, we've devoted a chapter of Sanoma Nederland is also of great strategic Sanoma magazines. to marketing and advertising. For the group, importance. Digitally, we'll now be reaching as the turnover from ads amounts to 500 million many people as Facebook and Google, and the Our audiovisual activities showed mixed results. euros, almost a third of the total turnover. addition of a wide-ranging portfolio of period- Once again, it was a very good year for radio, The management discipline of marketing and icals offers us the scale and great prospects to with growing market shares for our stations advertising is changing fundamentally and at take these titles digital. and rising revenue. TV, on the other hand, was high speed. Of course, that's got everything harder, because the turnover from ads wasn't to do with the boom in digital media and the In 2019, we decided to change our company's up to par. Conventional TV viewing is under possibility for advertisers to reach their target name. De Persgroep became DPG Media. pressure, because people have access to delayed audience as effectively as possible thanks to data Of course, the three letters are a nod to our viewing on all sorts of devices. In addition, and technology. At DPG Media, too, we're seeing roots, but DPG Media is also better suited to there's the growing success of platforms such rapid growth in digital ad revenue, especially the broad portfolio of activities of a company as Netflix. thanks to the huge reach of our popular news that's active in three countries: the Netherlands, sites in the three countries we're active in. Belgium, and Denmark. In this annual report, New video platform we'll introduce you to our group. We'll focus on The world of television and video is changing We're investing heavily in data and technology last year's most important events and provide fundamentally, and that will also change our now, but also in marketing expertise. Sustain- On the contrary: many advertisers are can- you with an insight into the financial results. business model. That's why we invested in the able value is created by strong brands with celling their advertising campaigns because free video platform VTM GO, which now boasts clear-cut distinctive capability. That's the basis their companies are closed or no longer have 2019 was another very good year for our group: more than 500,000 users. That will allow us of “pricing power”, creating real long-term customers. Adverts constitute almost a third the digital transformation sped up considerably, to better serve our advertisers, with regard value. If you can build a brand and know the “In extraordinary times, we’re struck by how of our turnover, and we already know this the group's diversification is working, and we're to our reach with younger target audiences as optimum way to boost its turnover, you've got income will be substantially lower than last in great shape financially. well as concerning data. And there was more a winning combination. That's exactly what important quality journalism is.” year. Obviously, that will have an impact on the big news: we announced that DPG Media and we want to offer to our advertisers: the best group's 2020 result. Fortunately, our company's Spectacular digital growth Telenet will be launching a subscription-based solutions to build brands and the best and most person. I'm convinced that Erik is the right in digital. We've made great headway in the profitability is outstanding, and we can take a In our news media, as we've calling newspapers video platform together this autumn. We are efficient solutions to maximize your turnover. person to perpetuate the group's success in latter, but there's a lot to be gained yet. We're few hits. Moreover, we've decided to completely for some time now, we have recorded growing convinced that there's a place for a solid range a new era. To achieve that, he can rely on a making increasingly better and better-looking reserve our profits to keep our balance sheet reader revenue for the first time in many years. of local series and films, combined with the New CEO top-notch management team, which I'm very digital media, our knowledge of online mar- strong. We're also taking measures to manage That trend will continue. In these confusing best material from abroad. We're aiming high “Structure follows strategy.” Last year, DPG proud of. It's terrible that we're now facing keting and advertising has rocketed, and, with this crisis situation as well as possible, and times, people are looking for quality news and for this segment, and are firm believers in both Media turned over more than 1.6 billion euros this unprecedented crisis, but once the worst the big takeovers of the past few years, we've we're preparing intensively for the aftermath. they're prepared to pay for it—online too. Our partners joining forces. with 5,000 collaborators. The planned acqui- is over, we'll get to work again and continue got all the assets we need to accelerate. That's Our strategic priorities remain the same as newspapers' print run is declining, but at a much sition of Sanoma will bump up that turnover writing our story. going to be our big focus, and I'd like to put my before: accelerated digital transformation of slower rate than what was generally predicted. The third cornerstone of the group is Online to 2 billion. We've grown a lot in a short time heart and soul into that for many years to come. our media, correct organization and structure, The upswing in digital subscriptions, on the Services. We help people make the right choice span, our portfolio of activities has become I myself, in my quality of executive president, and optimum integration of the acquisitions. other hand, is spectacular. We're reaping the when they're online looking for a new job, a more diverse but more complex as well, and, will chiefly be focusing on the strategy and This year, too, I would like to conclude by ex- benefits of a very simple, 100-percent read- car, insurance, a computer, an energy supplier, last but not least, we have ambitious plans. development of our media. I've always found tending my thanks to all our employees. Thanks Local champion er-oriented strategy: we serve all our readers or even a bank. Based on the user's individual That's why we thought about the group's future it fascinating to combine the creative side of for your dedication, which has once again led Our group is active in news media, TV, radio, as well as we can on all the platforms they want profile and their specific requirements, we -of leadership. On 1 March 2020, Erik Roddenhof coming up with and making successful media to great results, and thanks for the way you periodicals, and online services. There are to be served on. We try to make the best pos- fer possible solutions on specialized websites. was officially appointed the group's new CEO, with the business side of things. It's about the keep at it during this corona crisis, full of the very few media companies with a portfolio this sible newspapers in print, and we're investing In addition, we also have a mobile telephony a position I myself held for exactly 30 years. love for our trade and the desire to achieve good positive spirit that's so characteristic of our diverse, but we believe that the multimedia heftily in the development of new apps, sites, division in Mobile Vikings, a brand for young results. We must remain critical of ourselves, group. That's how we make a difference year approach is the way to go, and we strive to and digital editions of newspapers. people that now has 300,000 customers. The Erik has been working at DPG Media for eight in the realization that we can always do better. after year, and I'm exceptionally proud of it. be the “local champion” in any geographical profitability of that mobile department has years now, with a career in the group going market we're active in. As a group, we want to Our investments in journalism itself are no skyrocketed in 2019, also thanks to our collab- nowhere but up. He's ambitious, restless, en- The trick is keeping our conventional media Christian Van Thillo have the requisite scale to be able to invest in less important. Digitally, words, images, audio, oration with mobile operator Orange. terprising, always optimistic, and a people strong, and working hard to grow successfully Executive Chairman DPG Media Annual Report 2019 • DPG Media Report Annual 4 5 Annual Report 2019 • DPG Media

You're now the CEO of a company in You've got four children, your wife which the man who personified it for runs a children's bookstore, and you “At DPG Media, decades is staying on as Executive live in Arnhem, which is at least an Chairman. How does that work? hour and a half away from Amsterdam creativity and “We didn't just do this overnight. Christian or Rotterdam, and a lot further than and I had been working this way for a year that from Antwerp. Or do you hardly discipline must always already, before we made my appointment of- ever sleep at home anymore? ficial. Christian is going to dig into products “I always sleep at home, but like my wife says, go hand in hand.” and strategy—which he's really looking forward it's about the only thing I do there. I was born to—and I'll be handling day-to-day operations. in Arnhem and my wife is from Twente, making He's given me all possible leeway to run the Arnhem a logical choice. To me, Arnhem is an the growth outstrips the decrease in other company my way. Together with Piet Vroman, escape from the hectic Randstad. I love the areas. In 2019, titles like AD sold many more Kris Vervaet, and Anders Krab-Johansen, we've woods, and at weekends I'm 100 % there for paid subscriptions—the regional titles will, too. already become a well-oiled team.” my children. Ilse and I are real family people. Our online services are digital by definition, I may bother you on a Sunday, but only if I and they're growing too. With brands like In- De Tijd, a Flemish financial daily, really have to. I'm far too busy playing with depender, MijnEnergie, or Tweakers, we want called you the “Anti-Christian” Lego, building fires, or playing football on a to help our customers make decisions about when you were appointed. pitch in the neighbourhood.” purchases such as phones or hairdryers, or “I thought that was an odd description. But it's insurance. It turns out our media work well true I'm not just a carbon copy of Christian. Van Thillo loves journalism. You're a as a booster for that.” How many differences would you like me to marketeer—you worked for KPN in stress? I look completely different, I dress the telecom industry, and for Nuon in “As far as our TV activities are concerned, we differently, I have red hair and I wear glasses, the energy sector. How can you ensure hit the ground running in our digital transi- and I operate and talk completely differently DPG continues to breathe journalism? tion by launching VTM Go. The announced than Christian does. That man can enthral an “I am a marketeer, there's no denying it. I don't collaboration with Telenet for the launch of a audience—I'll never be able to do that the same look at newspapers as newspapers, but as brands. premium video streaming service is promising way. But I think that what differences there are In our company, we've got journalistic heav- as well. We've got a long way to go yet, but we will ensure the combo with Van Thillo will work yweights right up into management, and they will succeed.” very well. I think we complement each other help ensure our company will remain, first and well, and that's what it's all about.” foremost, a journalistic force to be reckoned. I There have been a lot of changes at have to make sure we break through digitally the top at DPG. Now there's a Belgian- The story goes that you, being a with our journalism. Those newspapers are so Dutch management committee with redhead, are impatient. So fast strong as brands—they'll be around for a very a remarkable number of new people. “Giving our company a at analyzing things that people long time and we'll very much enjoy continuing Was that a conscious choice? sometimes have trouble keeping up. to make them. But the future is digital. And “I think it's all right, really. There's a good mix “I do think I can go on a bit, and that I'm im- there, we're not just fighting local competitors, of 'old hands' and new young blood. In any sustainable, digital future, that's patient and quick to draw conclusions. I have but we're also up against global players like event, they're all experts in their respective a hard time with people saying they're going to Google and Facebook. Giving our company a areas. We're in the middle of a digital transition. do something, and who then do everything by sustainable future in this digital era, that's the Strategy is changing; we're acquiring companies, halves, or not at all. You have to do what you match I'm looking to win.” which includes their management. Sometimes the match I'm looking to win” promise, and then go for it with everything that's painful, but it keeps your company fresh you've got. Every DPG manager should strive And you're convinced we can and alert. At the top, we've now got the perfect Erik Roddenhof is DPG Media's to be the best in his area. Being innovative earn our living digitally? mix of experience and youthful impatience, new CEO. Seven questions about and creative in order to beat the market, with “We have to. Otherwise there's no sustainable of journalism and commerce. Now we just perfect execution, that's how DPG has always future for us. Digital sales have exploded these need to learn to work across borders much the man and his mission. wanted to profile itself, and that's not chang- past few years, and just look how we're breaking more emphatically. Today, however, our top ing. Creativity and discipline must always go through with digital-only subscriptions. They management is all-male. In the future, that's hand in hand.” are taking off in such a way that for many titles, got to change.” Annual Report 2019 • DPG Media Report Annual 6 7 Annual Report 2019 • DPG Media

And then there was corona…

As this annual report was due to go to press, DPG Media, along with the rest of the world, was going through an unprecedented period of lockdown, financial hardship, and creativity. Before we look back on 2019 Kris Vervaet, CEO DPG Media België, discusses the turbulent spring of 2020. CORONA

From: [email protected]

March 2020 is one for the history books, Thankfully, there's no doubt about front pages appeared, and in-depth To: [email protected] Cc Bcc that much is sure. For young people, corona is the latter. We will survive. The blow corona sections were published. the most disruptive crisis they've ever faced. dealt to the advertising market is Jeroen couldn't go on holiday. Sanne couldn't come back from hers. Marloes had to postpone her wedding. Marleen couldn't hug anyone at a funeral. Wessel hasn't been enormous and unprecedented, but Our media have stood up and taken allowed to see his mother for weeks, and he's hoping she'll still recognize him when he “Never waste a good crisis” is a quote often as it turned out, so were our peo- their responsibility in this time of does. And Eefje fell seriously ill. As journalists, news sometimes really touches us, but the way this news impacts our colleagues' lives is unprecedented. Not to mention the attributed to Winston Churchill, much-repeated ple's resilience and commitment. crisis to inform and inspire people. working from home! It all sounded pretty cushy when it was just a plan for the future, today. My late grandfather, who lived through Over the course of a couple of With guts, team spirit, and the didn't it? Well, working from home can be a blessing if you've got a big house and no small children. For those who do have small children and don't have a big house, it can two world wars, the first one at the front and days, we completely overhauled ambition to be talked about. This be a tough nut to crack. Especially if, while you're at it, you're also press-ganged into the second one as part of the resistance, a man our way of working: thanks to our resulted in record reach figures being those kids' teacher. And for our people in Brabant, things are even more serious: almost everyone there knows someone who's ill—or worse. with hands-on experience of crisis management, IT people, more than 95 percent of and a record number of digital translated this into, “a good crisis can do you our personnel was working from subscriptions. How do I know that? Not because anyone's complaining. No, I know that because, more than ever, we start every conversation—excuse me, chat, e-mail, Slack—with good—if you survive, that is.” home in no time, without a hitch. the question “how are you?". And of course, because those hangouts provide us with That's good for the medium term delightful glimpses of each other's living rooms, studies, and bedrooms. We've got one guy, Wim, who now works from his car. Every day. By now, it's fitted out with Despite the difficult conditions, and for the troops' morale. But of all the amenities. That may have been our second-biggest challenge: how do we our people's efforts ensured that course, it doesn't compensate for keep our people together without a coffee machine, cafeteria, and office gossiping? And how do we keep them whole? We're still working on that last bit. Because papers and newspapers continued the short-term financial pain. The that's another thing about working from home: if your home becomes your office, to appear and the websites and coming months, we will feel the when do you go home? And as Jeroen de Vreede wrote, longer days lead to shorter fuses. Because—make no mistake—a good journalist can soldier on for a whole apps were operating at full blast. full effect of COVID-19, and we'll week on nothing but adrenaline. But this could take weeks. Or longer. Don't ask me. have to cut our cloth to suit our In Vietnam, the prisoners of war who survived weren't those who kept hoping and counting the days—but those who resigned themselves to their fate and tried to Because that turned out to be the purse. However, we don't want the make the best of it. opportunity of this crisis: the Neth- company to spasmodically go on But all those people, each of whom is affected individually in their own way, together erlands, Denmark, and Flanders the defensive. With the momentum form an organisation of unprecedented resilience. And that's good for our most tuned in to our news media, radio DPG Media now has, we need to important mission: providing our audience with good information. In our case, that means news and commentary, but also recognizability and stories which put the stations, and TV and video plat- resolutely take the offensive in the feeling into words. And hope. Because that, too, is part of us. Hence that front page forms en masse. The extraordinary post-corona age. with the applause, the one with the playing children, the one with waving to grandma. And all the regional variants with our colleagues in the east and south of the situation gave us an extra shot of country. The numbers underline what everyone's feeling: expertise is needed, both adrenaline to step up a gear. In The corona crisis has brought our in government and in reporting. So, a little less Twitter for a while, and some more “The corona crisis has brought trusted brands. We're happy with it. Our absolute peak for AD.nl alone was 3.7 million Flanders, we sated the hunger for teams and brands even closer to- visitors in 1 day, during the Utrecht tram shooting last year. Now, we're exceeding our teams and brands even closer news with extra broadcasts and gether and taught us to handle 4 million every day—we even passed the 5-million mark once. And that's not even counting the figures for the regional titles! For us journalists, these are sometimes new formats putting the Medialaan new technologies creatively. The tricky, sometimes exciting times. For journalism, these are important times. together and taught us to handle – Mediaplein tandem to good use financial way out of this crisis will (‘Blijf in uw kot’-Ochtendshow, take determination, focus, and cre- Hans Nijenhuis, new technologies creatively.” editor-in-chief of AD and the central newsroom of ADR Nieuwsmedia HLN-live, De Ronde tegen Corona). ativity. And those are ingredients Kris Vervaet, In the Netherlands, drones flew we've got aplenty, as this crisis CEO DPG Media België over our readers' areas, creative has proven. SEND Annual Report 2019 • DPG Media Report Annual News Media

8 News Media 9

News Media Our destination is quality When ordinary life is turned upside-down, people fall back on the essentials. Security. Helping each other. And, as necessary as breathing: knowing what's going on in the world, why it's happening, and what your opinion about it might be.

That's exactly what our journalists work who ask pointed questions and bring clarity. for every day. It's the irony of the corona crisis: Media that put matters into perspective, that there’s all sorts of misery for the world and for contribute to communality. We need all that us, but the importance of journalism is felt all even more than before, precisely because of the more acutely. We bring the world closer to that stormy sea of online information people people, offer them knowledge, shared experi- are bobbing up and down on. Journalism should ences, inspiration, and comfort. be the lighthouse towering above the waves.

You can see that happening, even without We can only do that when we're present in our the virus. Online, a vast sea of information readers' and viewers' lives. Are their media has been uploaded. People's use of media is habits changing? Then we have to reinvent changing to such an extent that we journalists ourselves. So, we kicked off a digital transfor- “Are our readers' and have to reconsider our role. But the answer is mation. But there's a lot of work to be done becoming clearer and clearer, helped along by yet. Change will not stop anymore. viewers' media habits the downsides of the online revolution, such as changing? Then we have fake news and demagoguery on social media. On our generation's shoulders lies the burden of carrying quality journalism forward into the to reinvent ourselves.” Our destination is quality. Finding out the new era. Because the world needs it. I think it's

Philippe Remarque, truth. Newsrooms that take the time to figure an inspiring mission. journalistic director DPG Media Nederland out how things really work. Opinion-makers Annual Report 2019 • DPG Media Report Annual News Media

10 News Media 11 Annual Report 2019 • DPG Media DPG Media is online news leader (feb. 2020) These past few years, more and more of us are heading online to read, watch, and listen to the news. That's why DPG Media's news brands keep 1,374,296 innovating, in Belgium, in the Netherlands, and in Denmark. With new apps, unique online formats, and a refreshing cocktail of news, fun, and video. The results: browsers/day increased reach every year and a loyal audience of more than 6 million online

news consumers per day. 1,500,000 1,233,897 1,044,978 984,894

1,000,000

500,000

0 2017 2018 2019

2,990,590 (feb. 2020) unique 2,293,259 browsers/day (feb. 2020) unique browsers/day

2,636,442

2,500,000 2,142,914 2,023,054

2,000,000 2,002,095 1,351,972 1,412,425 2,500,000 1,500,000 1,671,593 1,666,718 1,706,501 2,000,000 1,526,203

1,000,000 1,500,000

500,000 1,000,000

0 500,000 2015 2016 2017 2018 2019

0

Annual Report 2019 • DPG Media Report Annual 2015 2016 2017 2018 2019 News Media

12 News Media 13 Annual Report 2019 • DPG Media

“Using push messages, we get back the readers who were following regional news on “Thanks to data, we’ve become more their Facebook timelines.” Allard Besse, relevant and we get more readers” editor-in-chief de Stentor

a certain region. You could say that in 2020 we The explosion of have a much better news machine to fall back on,” says Frederik De Swaef.

A better news machine is helpful, of course, but there's also been a sea change in the regional online regional news journalist's trade. In addition to the newspaper articles, they now also create pieces for the website and, preferably, come up with a video In both the Netherlands and Flanders, regional report as well. journalism has grown enormously online. And yet, “Along with VTM NIEUWS, regional news is the editors-in-chief Allard Besse and Frederik De Swaef still principal source of video for the HLN video team. And that's exactly how we're trying to outstrip see room for progression. the competition. The impact of video footage has become much greater now, both regionally “In essence, regional journalism is no has now been regional news editor-in-chief at and nationally,” says Frederik De Swaef. different from other kinds of journalism—our Het Laatste Nieuws for a year and a half. “By readers just want good, quality stories, and comparison, in January 2019 that figure was at Push news news has to be presented quickly and alertly.” 30 million. Meanwhile, we're also the market “These are extremely interesting times for region- leader in four of the five Flemish provinces, al journalists. Using video, pictures, and audio, Allard Besse has been at the helm of regional and in late 2019, we grew into HLN.be's largest they can put together their stories perfectly for Netherlands newspaper de Stentor for a little channel. For many years, people were under the online news. And that's how you reach as many under five years. De Stentor reaches more than misconception that regional news didn't have to people as you can,” says Allard Besse. 250,000 readers a day in print. Its app and website be real news. We wanted to make short shrift reach a daily average of over 330,000 people. of that idea, by setting that regional news free, “At de Stentor, since last year we've been sending so to speak. No one is more aware of what's more push messages through our app, up to 25 Besse: “Online, we got nearly 40 percent more the hot topics are in certain regions than the a day. That way, we get back the readers who traffic in just one year. Thanks to the wealth of regional journalists who live and work there. were following regional news on their Facebook data available to us today, we have an increasingly So from now on, they themselves decide what timelines. That also holds a great challenge for good idea of what people really want to read and goes in the news.” years to come. We need to steer people away how they want to read it. Obviously, we don't just from social media. As a news outlet, we need write news that people like to read, but now we Wide-ranging journalism to regain our status as the medium where news know much more about how to tackle certain These past few months, Het Laatste Nieuws has is read and commented upon. We should be the subjects. As a result, we've become more relevant focused on delving deeper into regional news. point of departure for keeping track of news.” and our stories get more readers.” Gone are the days when every local alderman's press release automatically made it into the “For many years, people were under That's right, according to Frederik De Swaef: “If Market leader regional news pages. interesting news articles ensure people end up on 6.8 Het Laatste Nieuws saw a similar scenario play the misconception that regional news our website every day, they'll be more inclined MILLION READERS out in Flanders, where the reach of regional “Regional journalism has now broadened its didn't have to be real news.” to download our app or even surf straight to The regional news skyrocketed ever since digital first became outlook quite a bit. Because maybe people who our site. Regional news can serve as a catalyst. Newsmakers of DPG the norm. never put out press releases have also got inter- Frederik De Swaef, What I mean to say is, this year I would very Media België and regional news editor-in-chief Het Laatste Nieuws Nederland together esting stories to tell. And now, our journalists much like to see regional pushes at HLN, for reach 6.8 million readers “In December 2019, we were at 75 million month- can see straightaway to what extent those ar- example at the municipal level (laughs). That a day in print and online. ly page views,” says Frederik De Swaef, who ticles are being read and are representative in should really be an objective for 2020.” Annual Report 2019 • DPG Media Report Annual News Media

14 News Media 15 Annual Report 2019 • DPG Media

Better reading experience “The launch of the new Editie, website, and apps digitalized our newsroom in no time,” says Kirsten Bertrand. “All the journalists as well as the senior editors, photo editors, and layout designers were swept along at the end Digitale Editie brings of April. Everybody thinks about how to enrich our articles. People take pride in being able to work on such modern products. That shows in the group dynamics. The Editie was the first news to life fruit of our digital update, and it spread like wildfire through the newsroom.” Photos, videos, audio: in the Digitale Editie, Readers, too, are enthusiastic. “Online, we're the editorial staff of Het Parool and De Morgen currently peaking at more than 300,000 unique enrich the daily news with sound and images. visitors per day. Before the new app and web- site, we only managed 200,000. The Digitale “You can now listen to columns, too.” Editie has by now snagged some 3,000 read- ers. And they're loyal readers. They opt for a newspaper experience on their tablets with a much-enhanced reading experience compared “I often hear from colleagues that their children to the website. I expect another leap forward when the smartphone edition will be ready show no interest in printed newspapers, but “Digital first already was our basic principle, is different from the website. Readers don't at the end of the year. Besides, I often hear do look at the Digitale Editie.” but since early May, we're taking it a step further,” have to be afraid they'll keep surfing with no from colleagues that their children show no says Ronald Ockhuysen, editor-in-chief of the end in sight. One of the most important jour- “We journalists like to whinge, but I interest in printed newspapers, but do look at Kirsten Bertrand, editor-in-chief De Morgen Amsterdam news brand Het Parool. In Brussels, nalistic skills is our ability to make a selection. find the latest evolutions heartening. the Digitale Editie. That's very encouraging.” too, those were exciting days. “We got a digital We act as a sort of curator and make dozens update including a new website, an overhauled of editorial choices every day. That's a luxury We’re in great shape.” Digital turning point

news app, and the Digitale Editie,” says Kirsten given the overwhelming daily influx of digital Ronald Ockhuysen, According to Ronald Ockhuysen, the digital Bertrand, editor-in-chief of De Morgen. information washing over us.” editor-in-chief Het Parool update also had immediate results at Het Parool. “Our number of unique visitors With the Editie, DPG Media has developed a In addition to the enriched daily papers, Het skyrocketed from 98,000 to 260,000 a digital newspaper specifically for use on tablets, Parool and De Morgen also make specials. “By day, and levelled off there. We're ready for with custom graphics and the option of adding the evening of election day in May, we'd written the future, where digital first will be the audio and video. The Editie offers a brand-new up a rundown of the day's events. We began new norm. We journalists like to whinge, user experience for digital-newspaper readers. promoting the special, including on social but I find the latest evolutions heartening. media, and we noticed the readers flooding We’re in great shape,” concludes Ronald Recorded column in,” explains Kirsten Bertrand. Ockhuysen. The Digitale Editie is a completely digital product which marries the advantages of dig- “That taught us we can score with big news “Furthermore, the Digitale ital to those of print. “You can add all sorts events. During Rock Werchter, we were able to Editie is an ad-free premium of things to our stories: podcasts, videos, and offer more content in a digital special than in product. The lack of ads makes especially pictures. We've always stood out for the paper. Such digital enrichment is especially for an improved reading ex- our wonderful photos, and now we can post interesting for culture coverage. You can offer perience,” Kirsten Bertrand even more series of ten to twelve photographs,” readers audio fragments and trailers, for exam- adds. says Ronald Ockhuysen. ple. And you can even have fun with op-eds. Our in-house poet Stijn De Paepe and senior In 2019, the Digitale Editie is “At the same time, the Digitale Editie is still a writer Joël De Ceulaer record their columns, introduced for newspaper with a beginning and an end, which really bringing them to life.” Trouw, De Morgen, and Het Parool. Annual Report 2019 • DPG Media Report Annual 16 News Media

“We bring order to chaos”

“After the interview, he continues philos- That was the brief for our new studio: build ophizing about the future of VTM NIEUWS.” an environment enabling us to get the news That's what De Tijd wrote a few weeks ago, or across better, more clearly, and more grippingly. just about. Who was “he”? Christian Van Thillo. And that lets us answer viewers' questions We didn't wait for his philosophizing for us even better. Today, we're rolling it out in daily to begin shaping the future—we did that last explainers at our LED walls, and in ‘De Vraag year. In 2019 we built a new newsroom and a van Vandaag’ (The Question of the Day). fantastic new news set. And working closely with our colleagues from other news outlets, But last year, our philosophy was already the we laid the foundations for News City. same: don't just present an accumulation of news facts, but make the Film of the Day— We immediately felt the power of News City: compelling, live, and urgent. Featuring all more than 1 million people in Flanders took part protagonists (on set or not), a gripping and in De Stem van Vlaanderen. The online video varied story, and anchors and journalists who team is helping HLN.be reach 100 million video ask viewers' questions and provide explanations views per month—for which VTM NIEUWS that make those viewers smarter. It's quite the footage is also to thank. And with the story ambition: we want to make Flemish people's of baby Pia, we wrote history: the combined lives better. And in doing so, grow. mobilizing power of all our big news brands was enormous. Flanders was touched, hearts It's working. While fewer and fewer people are and minds were won, and something happened. watching TV in a linear manner, more and more people are watching VTM NIEUWS. Now that We also reflected on what TV news should be, the construction site is a beautiful new build, in a world where people are engulfed by a nev- we're raising the bar even further. And our 565,980 er-ending tidal wave of online news, and often motto remains: we are here for you. of fake news on social media. That's where the “VTM NIEUWS In 2019, on average 565,980 strength and the future of VTM NIEUWS lie: Stef Wauters is a news anchor for VTM people in being a trusted news source for Flanders, one Flanders watch wants to make VTM Nieuws that brings order to chaos. You achieve that by every day. making a relevant selection of big and smaller news stories, and by explaining that news well. Flemish people's lives better. And in doing so, grow.” Stef Wauters

Annual Report 2019 • DPG Media Report Annual news anchor for VTM Welcome to News City News City is the beating news heart of Flanders. The news organization reaches 8 out of 10 people in Flanders every day. The digital heart is the

central hub of News City “News City is the news organization that’s home to the different news brands and news platforms of DPG Media België. At News City, the newsrooms of Het Laatste Nieuws, HLN.be, VTM NIEUWS, and the magazines make news together, day and readers/issue night. The central hub of News City is its digital news heart. From there, news 330,000 Reach (print + pdf) is sent to the different titles as text, images, and video. That way, each brand can focus on its added value, while resources are being provided by the digital heart. This ensures a great deal of flexibility in disruptive times and even better-quality journalism.”

Dieter Van den Brande, managing director News City 1,065,280 readers/issue Reach (print + pdf) 256,890 readers/issue Reach (print + pdf)

2.2 million readers/day News City into Regional newspaper (print + online) 316,050 readers/issue Reach (print + pdf) the breach for Pia

A story that may save a child’s life. That’s reaching their goal. In addition, the HLN exactly what happened with the reporting newsroom also made a live blog of the on baby Pia. The little girl suffers from an campaign for Pia, and it was viewed by 1.1 1,382,350 readers/day illness causing her muscles to waste away, million unique visitors. Newspaper reach (print + pdf) one by one. Cost of the only drug that could halt that process? 1.9 million euros. Her When Pia’s mother was interviewed on 2,293,259 unique browsers/day parents had set up a text message campaign VTM NIEUWS in the evening, the objec- Reach readers/issue 283,450 to raise funds, when a regional reporter tive of 1.9 million euros had almost been Reach (print + pdf) picked up the story. achieved. A few weeks later, the drug was administered to Pia. In the meantime, her That same afternoon, the HLN newsroom health is getting better and better. That decided to put the story at the top of their illustrates perfectly how News City wants website. The morning after someone came to work: detect these types of stories faster, up with the idea to put a little counter on and then give them as much momentum as the site. That way, everyone could keep possible, together. track of how close the parents were to

565,980 viewers/day 543,570 readers/issue Reach Reach (print + pdf) News Media

News Media 17 Annual Report 2019 • DPG Media “Improving quality takes hard work, every day” Quality. During his job application, Pieter Klok couldn't stop going on about it. Since 1 September, he's been the editor-in- chief of de Volkskrant. “I want to be the biggest and the best.”

What went through your mind when you How is the ratio between print became de Volkskrant's editor-in-chief? and digital evolving? “I had been a member of the senior editorial “We're slowly seeing a shift. More and more team for nine years when I applied. That's why subscribers read digitally during the week and I doubted if I was the right candidate —was my on paper at the weekend. Some readers have outlook refreshing enough? —but I soon realized completely made the switch to digital. That's why I wanted to further develop the paper. I was very we have to keep getting better digitally. At the honoured to become the editor-in-chief. I think same time, you have to make a good newspaper, a newspaper is the most wonderful product on because that's still popular, too. I'm not really Earth. To be allowed to lead de Volkskrant, which an advocate of digital first and neglecting the has been dropping into my parents’ mailbox for print edition a little bit, or vice versa. You have 50 years now, is a gift.” to make both equally good. That sometimes takes a lot out of the editorial staff, but it also What are your journalistic vision gets the creative juices flowing. We experiment and approach for de Volkskrant? a lot with new forms of journalism which do “I want to be the biggest and the best. When we well in the online world.” started out nine years ago, we were smaller than our most important competitor. Meanwhile, What sort of identity do you we’ve caught up with them, and then some. want to give the paper? In the years ahead, I want to have the most “That's not so very different from what we've subscribers of any paper in the Netherlands. been trying to do the past few years: make a To achieve that, quality is the single most im- smart, good-humoured, socially involved paper. portant thing. The quality of our journalism is 'A cool head and a warm heart' is my favourite “A cool head and a warm the only way to survive digitally. You have to slogan. We strive for factual, honest, down-to- make a difference. People used to read just one earth reporting, but we’re also and especially heart' is my favourite slogan.” JOURNALISM newspaper and they'd have no way of compar- seeking out the people behind the news. We AWARDS 3 ing. But now they very quickly see what others write with empathy for everyone.” Pieter Klok, editor-in-chief de Volkskrant In 2019, de have written and, consequently, whether our Volkskrant wins reporting is incomplete or one-sided or simply What are the plans for the future? no fewer than not distinctive enough. In addition, I would “I've never been a big fan of five-year plans. I’m three Tegels—the Netherlands' propose less indignation and more understand- more of a believer in taking little steps forward most prestigious ing in the papers. Digitally, we have to offer an every day and continuously adapting to the journalism equally good or even better experience than in rapidly changing, unpredictable reality. Our awards—for its work. De print. We need to do a better job of showing our greater ambition is mostly to increase quality, Volkskrant is read readers what the digital possibilities are, so they in every way possible. That takes hard work, by more than a come to us to read and listen even more often, day in day out.” million people every day. because in years to come we want to heavily focus on podcasts.” News Media

18 News Media 19 Annual Report 2019 • DPG Media

Journalist gets clients of prostitutes talking The newspaper

From 2019 on, For Humo, journalist Annemie Bulté talked to clients of prostitutes. you can listen to “One Hour with It turned into one of the most surprising, taboo-breaking, and best- defying all laws Weekendavisen”. In this read article series of 2019. “I felt like Alice in Wonderland.” weekly radio programme, of media editor-in-chief Martin Krasnik “Clients of prostitutes turned ally began with pinpointing the discusses some out to be even more of a taboo right man in the room: 'Who will topics and While media have been focusing on quick, snackable news for articles from subject than the sex workers them- I be talking to?' Sometimes I got the weekend selves. And yet, they're not exactly texts helping me: 'I'm wearing years, Weekendavisen is doing the exact opposite. And it's paid paper with a niche phenomenon. 14 percent of ochre trousers' or 'I'm drinking a off in spades for editor-in-chief Martin Krasnik and his team. several guests. Flemish men once visited a working glass of Chardonnay'. It took some girl, studies have shown. I found convincing to get everyone to spill Weekendavisen is an institution in Den- In 2019, Weekendavisen got a complete facelift. these men online, just like the the beans, but in the end they all mark. Founded in 1749 as the evening newspaper The font, the lay-out, the imagery—everything researchers at UGent who mapped talked freely.” Berlingske Tidende, the publication became a was overhauled. Nothing special there, except them,” says Humo journalist An- weekly paper in 1971. that in this respect, too, the newspaper went nemie Bulté. “I considered it a privilege that against the grain. While all newspapers were they took me into their confidence The weekend newspaper is alive and kicking opting for a smaller size, the culture section “My articles are often about phe- and dished up secrets they had today, and has been reporting growth for years. went from tabloid to broadsheet. These choices nomena or subjects that are barely been carrying with them for over That's no mean feat. Because Weekendavisen are typical of Weekendavisen. visible to the outside world. I like twenty years. That's what I like excels at “difficult” topics: politics, culture, scratching beneath the surface. best about my job. I talked to men literature. And a healthy dose of science. Not No pop-ups Mostly, I write about delinquency aged 18 to 77, with different levels just a newspaper you skim through at breakfast. Doing things differently doesn't mean that and crime, which can be a tough of education and of different faiths. Then why is it so successful? Weekendavisen idolizes print and abhors digital. job. There's a lot of misery and They disclosed their perfect double “There's an audience that doesn't want paper in sorrow, and even though it was lives, told of the shame and the lies, “These days, content is expected to be break- their mailbox, but that is looking for what we In 2019, Humo different for this subject, it was but also of the excitement and the ing, fast, and bite-sized. Every day, around the make. That's why we've also been offering the launches a new website and just as socially relevant. Although I pleasure. There were cheerful sto- clock, you're bombarded with opinions, lists, paper digitally since 2017," says Martin Krasnik. app, and it was did have to step out of my comfort ries, but heart-rending ones, too.” and tweets. But there's an audience looking the first DPG zone for these interviews.” for something different. Our audience wants “Online, we put out the same content as in Media magazine boasting a weekly Journalistic freedom well-considered, in-depth journalism,” says print. Serenity is key: no pop-ups or bothersome Digitale Editie. Wonderland This series of stories is also the “Clients of prostitutes talk editor-in-chief Martin Krasnik. ads. We don't specifically want people to read The biggest challenge? “Finding result of the degree of journalistic freely of their double lives, as many articles as possible, but we do want men prepared to talk about their freedom and trust that Humo al- Fine-tooth comb them to read them till the end.” customer experience. I put out an lows its staff. Those elements are of shame and lies, and of “Weekendavisen offers stories you sit down online ad. That got a surprising indispensable in order to come up excitement and pleasure.” for, that you can sink your teeth into. Topics The newspaper's print run is about 40,000 amount of feedback. Eventually, with these types of articles, says we go through with a fine-tooth comb. Not just copies. And there are about 2,500 digital sub- I even had to refuse some men.” Annemie Bulté. “That makes me Annemie Bulté, to come up with answers, but also to provide scribers. Remarkably, you can listen to all the feel euphoric. And the results aren't Humo journalist food for thought.” articles in the digital paper. Every story is And yet, the subsequent anon- half bad: the number of new Humo voiced by the journalist or an actor. ymous conversations in station subscriptions rose more steeply Weekendavisen does remarkably well with stu- buffets and motorway service areas than usual around the time when dents and twenty-somethings. “Young or old, “By now, 10 percent of our readership reads the were anything but easy. People the articles were published.” there's a demand for perspective and quality digital version, and that figure is on the rise. remained very hesitant. “It usu- across all age brackets.” The most important thing for us is to devel- op our digital medium and to keep the print Annual Report 2019 • DPG Media Report Annual newspaper stable at the same time.” News Media

20 News Media 21 Annual Report 2019 • DPG Media

3 journalistic gems of 2019 Danish politician exposed as a stalker Rasmus Paludan and his party involving both civilians and police Stram Kurs are controversial in officers. Berlingske also published Denmark. In 2019, the politician a picture of Paludan in the front attempted to secure a seat in the yard of a fellow student he had Danish parliament with a proposal stalked for years. to deport all Muslims. He organised Quran burnings, and an anti-mi- Berlingske also exposed the cost of grant demonstration led to riots the police protection the politician and dozens of arrests. was under. The millions of kroner in tax money being spent to protect In the run-up to the election, a poll Paludan did not go down well with showed that 2.4 percent of Danes many Danes. would vote for him. In Denmark, the electoral threshold is 2 percent. After the disclosures in Berling- ske, Paludan—a lawyer—swore he Berlingske investigative journalists wouldn't talk to Berlingske again Undercover discovered, among other things, until 2039. In the end, he never several cases of stalking and in- made the electoral threshold. timidation on Paludan's rap sheet, A cold case with anti- of rare longevity vaxxers In the autumn of 2019, De Morgen pub- The series was published digitally using Did he want to cover firsthand the goings-on After five years Max could—literally—write a lished a series of articles about vaccine a new long-read approach, elevating the in a team of detectives working on a cold case? book about the case. The people involved began hesitancy. In the three-part series, the reading experience to a whole new level. Yes, ED reporter Max Steenberghe did want to to object and the justice department, which had authors describe how the anti-vaccine The undercover episode, in particular, do that, then unaware of the full duration of the commissioned the report to begin with, opposed movement is gaining traction in Flanders. makes the reader feel as if they were really project. Shadow them for a couple of months it. The public prosecutor was now dead set against there at the anti-vaccination gathering. and then do the write-up for the paper, that's any sort of publication, the minister got involved, Reporters Sara Vandekerckhove and how he saw it. That's not how it went. and we even ended up in court. After several Femke Van Garderen went undercov- The moving images draw you into the months of battle, the book appeared, thanks to er to attend an anti-vaxxer meeting story. The articles were well-read and Five years. Max followed the reopened cold the unconditional support of a publisher who and managed to covertly record video. shared, and generated quite a few conver- case of the murder of Eindhoven girl Nicole believes in regional journalism. The images were powerful, because sions. The explainer video the reporters van den Hurk behind the scenes for five years. a physician was clearly heard making had made about their investigation got A suspect was arrested and brought before the In some circles, it's asserted that regional incriminating statements. a great deal of views and added an extra court. A complex trial ensued, with a bomb- journalism is as good as dead, that there's no “touch of quality”. shell verdict. Max followed up on the appeal time for investigative journalism. We've proved The series combined the latest scientific behind the scenes of the judicial authorities, otherwise. The Nicole case is a journalistic insights into vaccines with undercov- still in strictest confidence. Not even his col- project of seldom-seen longevity, and thanks to er materials and accounts of parents leagues knew. its detailed investigation, it is a must-read for discussing their doubts on inoculating Annual Report 2019 • DPG Media Report Annual every courtroom journalist and crime reporter. their children. News Media

22 News Media 23 Annual Report 2019 • DPG Media

Rejuvenation puts B.T. on right track

Declining readership figures forced Danish news brand B.T. to radically change course in 2018. One year later, B.T. once again recorded strong growth. “We went from 6 million to 14 million page views per day,” says chief editor Michael Dyrby.

In 2018, B.T. opted to change newspaper distributed in big cities ball court—we want to open up course drastically, with three clear in 180,000 printed copies). Also, we our sports reporting to a wider pillars: breaking news, sports, and no longer write separate content audience.” entertainment. “Up to that point, for the print edition,” says Mi- culture had still been important chael Dyrby. “On BT.dk, we blend in our reporting. We scrapped the three pillars—breaking news, it, and shifted the emphasis to sports, and entertainment—into “Entertainment was entertainment: celebrities, the a simple, crystal-clear structure, royals, TV shows, and so forth,” tailor-made for smartphone users. says Michael Dyrby. Every pillar has its own colour, a crucial driver of so the headlines are easy to skim. The second big change? Making the 'Fast' and 'live' are the norm for us.” growth in the paper's paper younger. “Our reporting was fixated on an older audience and The modernization is bearing fruit. a handful of other demographics. “In 2018, we had around 600,000 revamping.” That fragmentation led to vague- to 700,000 unique visitors on Michael Dyrby, ness. Today, our target demographic BT.dk—now we're at 1.4 million. chief editor of B.T. is clearly delineated: urbanites be- Two years ago, we had 5 million tween 25 and 54. That rejuvenation video streams a month; today that shows in editorial choices, too. number is at 50 million,” sums up But that's not all. “We're building When we cover the royal family, we Michael Dyrby. a video room in order to deliver no longer focus on Queen Margrethe more and better productions. In II (79), but on Crown Prince Fred- Entertainment and sports addition, we're looking to make erik (51). We've even banned news “Entertainment was a crucial driver even more waves with our inves- items that are too much oriented of growth in the paper's revamping. tigative journalists. And we'd like towards an older audience.” The growth in sports coverage is to personalize our news stream in 1.2 more limited. But here, too, we'll years to come,” says Michael Dyrby, Mobile first increasingly shift towards enter- summing up the ambitions. “In MILLION The third big shift was a focus tainment. With our sports news, conclusion, we want to strengthen In 2019, BT.dk on mobile over print. “Today, we we're now only reaching people the brand itself. Today, B.T. doesn't has 1,240,000 unique visitors a write all our articles for smart- who are interested in sports. By really have a public identity, and day. In 2018, it phones. Only then do we adapt adding an entertainment aspect— we'd like to remedy that.” had 980,000. the pieces for print (B.T. is a free life off the football pitch or hand- Annual Report 2019 • DPG Media Report Annual Jaaverslag 2019 • DPG Media Jaaverslag News Media

24 News Media 25 Annual Report 2019 • DPG Media

“A textbook example of how journalism can good rapport—also got in touch with one of denounce abuse and give a voice to the victims,” my sources and published a story about the says Trouw journalist Jan Kleinnijenhuis, look- affair, we decided to work together. We got the ing back on the benefits affair. Together with feeling this case was too big to crack all by our RTL colleague Pieter Klein, he exposed how, lonesome,” says Jan Kleinnijenhuis. for years on end, the Dutch Tax Administra- tion wrongfully railroaded hundreds or even thousands of parents for alleged tax fraud. To cover up those practices, the Tax Administration “In the end, journalism managed systematically withheld information in court cases against the parents affected. to turn things around. And I'm “It was an anti-fraud hunt gone completely overboard,” explains Jan Kleinnijenhuis. “The really quite proud of that.” mere suspicion of fraud was enough for the tax inspection. Suddenly, parents were no longer Jan Kleinnijenhuis, receiving benefits for the daycare centres they were sending their children to. They missed out journalist for Trouw on thousands of euros. Also, parents often had to pay back thousands or tens of thousands of “Over the course of 2019, we published an entire euros in benefits from previous years. In the series of stories about this affair. I always got Netherlands, parents receive their benefits di- unconditional support from my editor-in-chief, rectly, as an advance. If the Tax Administration which feels good, of course.” then later alleges fraud has been committed, they have to pay back astronomical sums.” Investigative work “I think this case is a classic example of the “Of course, the tax inspection has ways of societal impact journalism can have. The Dutch checking this, but in this case hundreds or parliament, the national ombudsman, and even thousands of parents had had sanctions several courts have tackled this issue, in a bid imposed on them, while absolutely no fraud to make the Tax Administration realize they was committed. To this day, investigations were in the wrong. That never really worked. are ongoing to determine exactly how many During our investigation, we also met with 114,438 How journalism managed parents were affected.” fierce opposition from the Tax Administration, In 2019, Trouw grows which I found shocking. They were quite un- by 3 percent and hits 114,438 subscribers. Credibility scrupulous—certain spokespeople deliberately The site's reach goes Jan Kleinnijenhuis got wind of the case in provided false information to other media, in up by 38 percent. to turn things around for 2018, when he managed to get hold of several an attempt to undermine our credibility. I'm Dutch Tax Administration documents about really quite proud of the fact that in the end, an Eindhoven file. Those documents showed journalism managed to turn things around.” that the administration had drawn up instruc- thousands of parents tions to fob off as many objections lodged by To this day Jan Kleinnijenhuis feels the political parents as possible. When he sank his teeth establishment is just doing all it can to limit into the case, he found out that the same Tax damage to the Tax Administration, rather than Late last year, Trouw journalist Jan Kleinnijenhuis and his Administration had been withholding certain making a priority of compensating the victims. RTL colleague Pieter Klein were named journalists of the year documents in court, causing parents to wrong- Our work is not finished yet, but it feels great fully be branded frauds. that our digging can have such a big impact on in the Netherlands. The twosome’s dogged investigation of the lives of so many. the “benefits affair” revealed how the Tax Administration was “When Pieter Klein—whom I already knew from a previous case and with whom I had a Annual Report 2019 • DPG Media Report Annual wrongfully making parents out to be frauds. 26 Entertainment Media 27

Entertainment Entertainment Media Radio and TV: the Media friend who comes round when no one else does anymore

When you're reading this, face masks have become part A refreshing cocktail, injecting your spirits with a shot of of our daily wardrobe, videoconferencing is the marathon adrenaline, making you realize you're not alone, but part we run every day, and doctors and nurses have acquired of a warm community. Simple, but oh so effective. hero status. For the Netflix generation, who still needed to discover “the Isn't it strange, the way our globalized world is turned urgency of TV”. Well, this is that urgency. That “must-see upside down in a heartbeat, by an invisible, nasty little feeling” of homegrown stories. Binge-watching that ump- critter we've very aptly given that most unpleasant of teenth hit Netflix show? We'll get around to it when we get names, COVID-19? around to it. Prime time is now reserved for domestic TV channels, which are breaking all ratings records thanks to While everyone's trying to learn unnatural behaviour, their striking a perfect balance between reliable information so-called “social distancing”, we in the entertainment and heart-warming entertainment. business are more than ever doing what we've been good at for the longest time: “social embracing”. Indeed, radio, There are so many things we can learn from this crisis. New TV, and streaming have—even in times of crisis—turned things, surprising things, things we'll be doing differently out to be the perfect antidote for surging feelings of fatigue, from here on in. But not radio and TV. Nope, they are and dejection, doubt, or isolation. will remain a family friend. A friend, in the truest sense of the word: someone who comes round when no one else For the Spotify generation, who still needed to discover “the does anymore. magic of radio”. Well, this is that magic. The well-balanced mix of music and a radio voice. A magic spell that does a Dirk Lodewyckx, better job of connecting people than any clever algorithm. general director radio and TV DPG Media België Annual Report 2019 • DPG Media Report Annual 28 Entertainment Media 29 Annual Report 2019 • DPG Media

This is how Qmusic's De Ochtendshow is made “A mix of strong current affairs, colleagues, Entertainment Media

13.2% and coffee” Joe grows again in 2019. The station achieves a market share of 13.2 percent in the 35- 54 demographic, good for fourth On 19 August 2019, the radio season of De Ochtendshow on Qmusic place (CIM Sept- kicked off with a surprise. Presenters Sam De Bruyn and Wim Dec 2019). Oosterlinck were joined by radio talent Inge De Vogelaere. But how is the show made? “With a healthy dose of passion for radio, teamwork, and coffee,” says producer Stefanie Verhelst. Stefanie Verhelst: “But if they can—which very often happens, fortunately—then it's fantastic! Often, we get to speak to guests first, before Every weekday from six to nine a.m., De As the producer, Stefanie Verhelst calls up “I think it's crazy how they go on other media. That's the power of a Ochtendshow on Qmusic pleasantly wakes interview subjects to get them onto the show, live programme: you're really on the ball and more than half a million listeners in Flanders. in real life or over the phone. Meanwhile, en- radio is surviving. And you can add, further develop, or just scratch This playful news programme is the result of gineer Thomas works out the design for the it's doing more than just elements at the last minute. That way of working a collaboration between five passionate radio topics: looking up TV excerpts, editing back- helps us keep our edge.” producers. “At five o'clock in the morning, ground music, and so on. Verhelst: “During the that. Radio is still a rock- the three presenters, the engineer, and myself broadcast, Thomas also checks social media solid medium.” After the show get together in the studio,” producer Stefanie pages and websites, and tips us off when he When is a broadcast a resounding success? Verhelst explains. finds something fun that we can use that day.” Sam De Bruyn, When the team has fun during prep as well presenter of De Ochtendshow on Qmusic as on the air. Because listeners can hear and “The first step? Going through newspapers Healthy stress notice that, Verhelst feels. “If we can convey and listing the news topics that radio and TV “We don't decide on all topics early in the the enthusiasm with which we do our job to channels paid attention to the night before. morning, however. Often there are still gaps our audience, and highlight an appealing mix of By five-thirty, we've collected and selected in the schedule when the broadcast starts at 6 subjects content-wise, that's when we achieve the subjects we'll discuss. The presenters a.m. We then find subjects and prep for them our goal.” then begin writing their texts and preparing during the programme.” for interviews.” At 9 a.m., the production team debrief the “That implies some healthy stress. Sometimes, broadcast. “We focus on what went well and Plan interviews get cancelled at the last moment. on what could've gone better. It's often about % The show sounds relaxed and spontaneous, We then have to replace them with something 20.8 “On Joe, we're mostly details, like a slip of the tongue, or an angle we because the subjects are often selected based new on the spot. Depending on the topic there In 2019, Qmusic failed to make the most of during an interview. becomes the on the presenters' interests,” says Stefanie may be a bit of freewheeling, but we deliberately Flanders market ourselves—accessible and Or we ask ourselves if the answer given by that Verhelst. “And yet, we prepare well for all keep that in check.” leader again in positive. We often tell particular guest was comprehensible enough topics. For every theme and interview, we the 18-44 age for listeners. Could we have clarified it just a bracket, boasting also provide a scenario, keeping the content That “handicap” is also the show's greatest a 20.8-percent personal stories.” bit more? That way, we keep the show's quality market share (CIM tight and ensuring the presenters don't talk asset, the producers believe. Not everyone they Anke Buckinx, high and make the next broadcast that little Sept-Dec 2019). over each other.” want to interview can make time straightaway. presenter of De Ochtendshow on Joe bit better.” Annual Report 2019 • DPG Media Report Annual 30 Entertainment Media Qmusic is in the winning mood Entertainment Media

Dave Minneboo always wants more. He says so smilingly, but his wording leaves nothing to the imagination: Qmusic, the station of which Minneboo has been the director of programming since 2018, must become the biggest in the 20-49 age bracket. “In 2019, we came up a little bit short: 0.1 percent, to be precise. I'm certain we'll make that final small step.”

In any event, Qmusic's Dutch branch is and ... they listen for longer.” Laughing: “That's in a winning mood. The station garnered the obviously a nice bonus.” Marconi Award for best radio station, recorded the best year ever numbers-wise, and managed The Top 40 has hit a bull's-eye. The music to expand its listener demographic from 20- offering had already been “broadened” and 34 to 20-49. “We're playing in the Champions thanks to the Top 40, listeners now really asso- League,” Minneboo says candidly. “We're ciate Qmusic with today's hits. “We're focusing “Radio is really my world. Of poised, and full of fire.” on the upper end of our demographic, people going on forty and in their forties. The funny course, it's about the hard At Qmusic, the day has three cornerstones: thing is that Qmusic had always been doing the morning show Mattie & Marieke (from 6 well with that age bracket. But tuning in to our figures for us as well but at its to 10 a.m.), the afternoon show with Domien station didn't always seem to come naturally. Verschuuren and the Top 40, which migrated By snagging the Top 40, we've changed that. heart it's still romantic to me.” to Qmusic in 2019. “Mattie & Marieke started In that sense, the Top 40 is more than just a Dave Minneboo, at an ideal time. Edwin Evers left Radio 538, chart. In the collective mind, the Top 40 is a director of programming Qmusic Netherlands causing, for a little while, a level playing field in musical genre in its own right, maybe even a the morning radio landscape. That's when our sort of feeling for life. If you're looking for that show first made a splash. It's unbelievable how good feeling, Q is like coming home.” quickly Mattie & Marieke became a household name, and they've still got plenty of staying Dreaming out loud power. Their success is essential. If you win Minneboo is a real radio man. He kicked off the morning, you win the day…” his career in 2000, working as an assistant Despite the growth and the stellar figures, music director at Radio 538, and he eventually Minneboo has another wish he'd love to see Feeling for life became the director of the four Talpa Radio granted. He would like to add DPG Media 1,300,000 With Domien Verschuuren, Qmusic created an stations (538, Radio 10, Veronica, and Sky station Joe—which is only on digital in the At the end of 2019, the afternoon show that offers an alternative to Radio). In 2018, he made the switch to DPG % Netherlands—to the regular FM radio offer, what's going on other stations. “Domien doesn't Media. “Radio is really my world. Of course, 14.9 in order to connect older listeners to DPG number of app downloads work with the usual sidekicks, but makes his it's about the hard figures for us as well and In 2019, Qmusic Media. “To achieve that, an FM frequency is at 1,300,000. inceases its market show together with his listeners. In so doing, we also have all sorts of egos to deal with, but share to 14.9% in the package would first have to become available, he touches the core of who and what we are: a at its heart it's still romantic to me. Building 20-49 age bracket. and it looks as if that won't be happening an- channel for the listeners. ‘Q sounds better with a radio station is a joint effort. Also, radio is ytime soon. Nonetheless, I like dreaming out you’ is our slogan for a reason. In the daytime, more small-scale than making a paper or a TV loud about that. The opportunity is definitely we primarily focus on working people. They're show. That's why you get that family feeling going to come up. And when it does, we need slightly older than they used to be, more loyal, much faster.” to pounce on it.” 32 Entertainment Media

offer content that garners sufficient return on that immense investment Dirk Lodewyckx (DPG Media België) and Sven capital. That's why their content needs to appeal to a global audience. I believe we, as historical broadcasters, should have a stronger connection Sauvé (RTL Nederland) on the future of TV to our local viewers. We need to bank on that rapport even more, by providing relevant, quality content.”

Today’s viewers want to be able to watch TV anywhere, “What sets us apart is that we, as anytime. That costs money. How do you tackle this? local players, are better than anyone Dirk Lodewyckx: “Our strategy couldn't be simpler: follow the viewer. We need to put together a good linear TV offer and be present on all at transforming local stories into “Viewers come possible platforms. We achieve that by coming up with cross-platform wonderful programmes that touch formats, which can be deployed in all possible environments. That takes some hefty investments, but it will let us tap into new sources of viewers' hearts and minds.” revenue, by offering certain types of content within a fee-based model.” Sven Sauvé, CEO RTL Nederland out on top” Sven Sauvé: “That's right. On top of that, we now have more data about our viewers than we ever did before. Those data provide us with unique insights, enabling us to make more targeted decisions about International tech giants keep raising the bar for national TV how and where to best utilize certain content.” broadcasters. “Our reaction? To offer quality geared to local So, viewers will have to pay more if they demand,” say Dirk Lodewyckx, general director radio and TV at want to watch their favourite show? DPG Media België, and Sven Sauvé, CEO of RTL Nederland. Sven Sauvé: “I think consumers can really count themselves lucky with the available options. It's their call if they want to continue en- joying those options for free—in an ad-based model—or if they pay for ad-free content.”

The way we watch TV today is far less Dirk Lodewyckx: “I'm really convinced that viewers come out on linear than ten years ago. To what extent top in this narrative. The amount of quality content on offer has never does that impact your business model? been greater, on free platforms, too.” Sven Sauvé: “Viewer behaviour is changing at a breakneck pace, but on the flip side, TV's DPG Media and Telenet are joining forces and founding a impact is still tremendous. At the same time, Flemish Netflix. Aren't you late to the party? The market “We've got a historical we can't remain blind to the fact that young penetration of these streaming platforms is already huge. connection with our people are increasingly getting their fix from Dirk Lodewyckx: “Let's not go lumping everything together. What tech juggernauts like Netflix, Apple, and Face- have we found? Viewers in mature markets are prepared to pay for viewers. We need to book. They're offering more and more content, two to three subscriptions in addition to what's available for free. In focus on that rapport while we—as pure content providers—are now Flanders, we want to be one of those two or three subscriptions. In the venturing into technology. What sets us apart knowledge that viewers will seek out the most diversified offering they even more.” from the big guys is that we, as local players, can, the quality Flemish content we provide is an interesting alternative.” can tell local stories better than anyone.” Dirk Lodewyckx, general director radio Sven Sauvé: “In the Netherlands, we got on the bandwagon early with and TV DPG Media België Is that enough to go toe-to- Videoland, our own SVOD (Subscription Video on Demand) platform. toe with the massive offering After five years of hard work and considerable investment, we're very deployed by Netflix or Apple? proud to be the biggest platform in the Netherlands, after Netflix. Dirk Lodewyckx: “I think Sven is making All the same, I have for a long time insisted that a collaborative effort an important point: these tech giants are only between a TV station and intermediaries is required to make a stand interested in video, because video is the new against the international players. In the Netherlands, that approach gold. And yes, they are investing billions, but hasn't yielded many results yet, but I'm delighted Flanders is stepping that means that at the same time they need to up. I'm convinced viewers will follow if you offer good content.” Annual Report 2019 • DPG Media Report Annual More than 1.3 million viewers celebrate 30 years of VTM

On Friday 1 February 2019, VTM threw a huge party. The channel celebrated its 30th birthday with a spectacular, surprise-filled show. Congratulations came in from all over social media, but Flanders joined the party en masse on the small screen. On the night, 1,212,000 viewers were glued to the screen. Delayed viewing bumped the ratings up even further to 1,350,000. 30 years of Market share DPG Media TV stations sensational TV 10 iconic VTM shows through the years

3.49% 4.61% 3.49% 4.30% 40% 2.66% 2.21% 1.64% 2.27% 2.30% Blind Getrouwd 4.81% (2016-2020) 4.96% 5.68% 6.11% 6.72%

30% 9.22% 9.00% 8.61% 8.24% 7.16% More than 1.1 million people watch TV on VTM GO 20% Mijn Restaurant Tien Om Te Zien Clan Jambers Hoe Zal Ik Het Zeggen? (2008-2020) (2017-2020) (1989-2008) (2012) (1991-1998) VTM GO, which was launched in late April 2019, boasts more than 1.1 million users today. In December alone, there were more than 10 million views of shows, series, and films via the online video platform. 25.75% 24.72% 24.64% 23.64% 23.50% With VTM GO, viewers can use their smart- VTM NIEUWS via VTM GO. Since October, there 10% phones, computers, or compatible Android or has also been a phenomenal uptick in the number Apple TVs to watch more than 300 shows, series, of young viewers, with nearly 1.5 million views and films, old and new, for free—live as well as for children’s and teen programmes in December in delayed viewing. Recent figures have shown 2019. Especially youth series VLOGLAB Secrets that linear content is still the most popular #Stories has turned out to be immensely popular, content among VTM GO users, who number with close to 950,000 views between November over 1.1 million. 2019 and January 2020. There’s also a great deal of binge-watching via VTM GO. On weekends, Source: CIM Audimetrie Source: The Voice van Vlaanderen De Pfaffs Wauters vs. Waes Last year, more than 300,000 people watched an increasing number of users watch at least 3 Familie 0% (2011-2020) (2002-2012) (2014) Familie and over 200,000 viewers tuned in to episodes of the same series in a single day. (1991-2020) 2015 2016 2017 2018 2019 Entertainment Media 33 Annual Report 2019 • DPG Media

1. Cyclist refuses to move aside for Video breaks through 18-wheeler on rural road Entertainment Media (viral video about a row between with over 1.3 billion views a lorry driver and a cyclist) TOP 3 HLN.BE in 2019 1.3 million views

The short-form videos on DPG Media's Belgian news sites 2. National texting campaign must were viewed no fewer than 759 million times in 2019. In the save critically ill baby Pia (the start of a national campaign to raise Netherlands, MyChannels, DPG Media's video unit, produced funds for medical help for baby Pia) 3. Relationship headaches for Dries Mertens and Kat Kerkhofs? 45 formats for the online channels of ADR Nieuwsmedia. They 1.3 million views (showbiz video about a row between Flemish garnered over 600 million views. Meanwhile, VTM launched celebs Dries Mertens and Kat Kerkhofs) online streaming platform VTM GO. 1.2 million views

TOP 3 ADR NIEUWSMEDIA 1. In Het Wiel: Tour TOP 3 VTM GO de France 2019 (daily report during the Tour de France) 1. Familie (daily soap opera on VTM) 7.5 million views 7.7 million views

3. Voxpop 2. In Het Wiel: Giro d'Italia 2019 2. Sara (weekly report in which current-affairs topics are (daily report during the Giro d’Italia) (the Flemish remake of TV series Ugly Betty) discussed in the street) 3. Echte verhalen: De Buurtpolitie (scripted-reality series focusing on the ups and 4.8 million views 3.9 million views downs of a police department) 1.8 million views 1.33.3 million views 34 Entertainment Media 35 Annual Report 2019 • DPG Media

Paying digital conversion And therein lies the rub. Because it's not just the over-40s who are hungry for paper. Young people love a good browse, too. It's just that

“Magazine producers they don't want to pay for it anymore. But there Entertainment Media are new prospects there, too. are more than print An Meskens: “Articles from our periodicals work well online as premium content. In con- tent-marketing studies, they're often located in the golden quadrant, where many leads and suppliers” conversions are generated. In corona times, an interview from Dag Allemaal was the first “Made with love.” If the Flemish magazine arm of DPG Media non-virus-related premium article at the top of the daily report. Magazine producers are deserves one label, that’s the one. And the editorial staff much more than print suppliers.” making the magazines get that love back in spades from their readers. In both volume and results, all titles amply exceeded The greatest challenge is still to not give people who buy magazines the feeling that everything's expectations in 2019. available online far more cheaply. “That's why there's a well-thought-out plan behind the dis- tribution and selection of the premium pieces. In the magazines, we also provide a lot of extras you can't find online. A TV guide with curated tips on what to watch still has broad appeal. SLECHTS € 1 Programma’s van 26 januari tot en met ,€ In Flanders, magazines mainly sell as single Quality injection We also set great store by lay-out, creating an 1 februari 2019 ‚ AARON uit issues. Less than 30 percent of readers have a Getting into readers' heads is essential. In 2019, atmosphere, and reader loyalty within every ‘Neighbours’ MATT

50 subscription. That means they have to go the women's magazines like Nina and Goed Gevoel title. We take all of this into account now that 1, WILSON € 2,10 GEEN HAPPY NL: € 2,30 • Weekblad nr. 1 • 2 januari 2019 ‘Ik geloof in

were working at full capacity as a single editing we're considering possible digital editions for newsagent's or supermarket to purchase their NEW YEAR... reïncarnatie’ favourite periodical. They're on the lookout for collective for the first time, and that paid off. our titles.” T h u is b ij M IS S B E LG IË MISNOEGDE EX-WERKNEMERS entertainment and snippets they can chat about Monthly Goed Gevoel got an injection of editorial VAN HET PALEIS: VÉRONIQUE VERLIEST ‘FILIP IS GRAAG GEZIEN, PRESTIGE-JOB at the dinner table, for recognizable stories and quality because of it. That didn't just result in a The spirit of News City MAAR ZIJ...’

jaargang nr. 1904 • 22 januari 2019 • Afgiftekantoor Antwerpen P3A9051X • wekelijksELENA • € 1,50 CASTRO SUAREZ ste ‘HET‘Ik wil ISgeen EEN relatie

emotions. As well as for a practical TV guide, fresh look and feel, but also—in combination with On the magazine floor in Antwerp, we make ekblad 28 GELDKWESTIE’We met een ijdeltuit’ GELUKKIG GEZINNETJE? puzzles, and recipes. reader sweepstakes—in improved sales figures. more than just periodicals. At the heart of the B e lg is c h k a m p io e n Schoonmoeder bezorgt c y c lo c r o s s Camilla ware nachtmerrie NU KOKEN, LATER GENIETEN newsrooms there is, quite literally, a central FOODPREPPING À LA SANDRA TOON BEKKARI “In 2019, we reached 1 in 2 people in Flan- Van Isacker: “Primo, the latest periodical to table where all relevant media, showbiz, and WENDY EN FRANSAERTS Kate wordt ‘KokenHUN NIEUWE brengt START FIX JE FASCIA me(ZONDER tot HAAR rust’ OUDSTE ZOON) nieuwe koninginDE BESTE ZORGEN ders with our magazines,” say magazine edi- join our cluster, is another great example of celeb news comes in. Klaus Van Isacker: “Three ‘SOMMIGE PERSONEELSLEDEN ZIJN ZELFS VOOR JE HARDE DIAGNOSEVRIEND OF VIJAND? BINDWEEFSEL POMMELINE Vlaams koppel trekt naakt de tors-in-chief An Meskens and Klaus Van Isacker. going flat-out for your target audience. From years ago, we built our ‘showbiz cluster’ with VECHT TEGENDE WAARHEID OVER Na mislukte zelfmoordpoging In 2019, an average of CHRONISCHE wereld rond Zwaar verminkte Cameron DE ZIN OF ONZIN BANG VAN 000_GPV1QU_20190122_PRICV_00_cover.inddZIEKTE 1 2.5 million magazines “Dag Allemaal is the leader of the pack. That the get-go, Primo opted to aim at older read- a twofold objective: to become the dominant kreeg nieuw gezicht VAN PIJN, DEPRI,VETTEN ZOMERTIJD are sold every month. showbiz mag reaches over one million readers ers—successfully.” player for this content, and to make everything VERMAGERDMODE BOOSTWOOOW! JE MATHILDE’ 15/04/20 12:03 ZELFVERTROUWENJASMIJN VAN HOOF per week. The market keeps shrinking, but as efficient as possible.” SENSATIONEEL EN TRAGISCH TIPS VAN(STEPHANIE) JANI VAN ‘FAMILIE’ TV VAN 8 TOT 14 FEBRUARI • 4 FEBRUARI 2020 • WEEKBLAD NR. 6 • € 1,40 ‘THUIS’-KIJKERS WAT STAPPEN we're managing to slow down the decline,” “Our other editors also know full well who GOEDKOOPSTE ZIJN VERBIJSTERD... VOORZE JE LIJKTDOET HÉT • MEERWEL ENERGIE EEN WEEKBLAD HOLLYWOOD-STER!• MOOIERE BENEN Dossier • STERK BREIN says An Meskens. their customers are,” says An Meskens. “They “With that modus operandi, we don't just pro- VAN VLAANDEREN!€ 3,00 Weekblad nr 10 5 maart 2019 • MetWÁT? handige TV-gids van 9 t/m 15 maart BETER STERFT ER NÓGZA EEN KIND?! know what makes their readers happy or indig- vide our magazine titles with news—which they Powered by Goed gevoel OTHERHOOD EXCLUSIEF LEKKER “In 2019, we reached 1 in “Collaboration between marketing and the nant. Most of our (sub-)editors and chiefs have used to have to do independently. We also make WEL VROUW, & GEZOND HET EERSTE ‘BLIND GETROUWD’
GEEN MAMA • Lekker licht BBQ’en SPRAAKMAKENDE SCÈNES SLAPEN met Sandra Bekkari IN ‘STUDIO TARARA’ KOPPEL IS • 5 x tomaten anders ZO AIRCO, SMOG, FIJNSTOF ... REDACTRICE GING editors is essential. Covers or interviews are worked for magazines for many years; veterans at least two full pages for Het Laatste Nieuws RUTH OPNIEUW OP SLAAPDIEET 2 people in Flanders with BEECKMANS ZWANGER ZO BESCHERM JE + 10 PAGINA’S ‘Ik heb ook JE LONGEN (EN LIGT DAAR NIET broadly publicized according to a media plan. of fifteen years and more are no exception. every day, and write on average 40 pieces for PUZZELS een iets wildere periode gehad, MEER VAN WAKKER) maar die was our magazines.” Strong premium product promotions and They love readers, and they love print—where HLN.be, including 8 premium articles. Add snel voorbij’ MA

MAART 2019 • BE: € 4,90 • NL: € 4,99 specials close to the brand receive editorial photos and lay-out still look better than on a the Nina.be lifestyle and health articles to GEZOND EN GELUKKIG LEVEN BEGINT HIER EN NÚ 000_GPV1QU_20190220_GDGCV_00_cover.indd 1 An Meskens en Klaus Van Isacker, DI 5/02/19KATRIEN 13:07 HEEFT support. These initiatives don't just generate smartphone screen. But which also costs more that, and you see that the magazine cluster is DE ZIEKTE VAN LYME editors-in-chief magazines ‘MIJN LEVEN STAAT STIL’ Ook al is ANDRÉ HAZES streng voor zijn zoontje SEKS MET EEN DPG Media België better sales, but they're also highly profitable.” than digital.” invaluable online, too.” LANGEAFSTANDSLIEF ‘DRÉ DOET ME IN RAYMOND VAN HET ALLES NA... OOK ALS IK WO TE LAND, TER ZEE, MIJN VROUW OP NIET IN DE LUCHT GROENEWOUD HAAR ACHTERSTE TIK’ REIZEN ZONDER Annual Report 2019 • DPG Media Report Annual BELPOPICOON Stijn PERFETIONIST VLIEGTUIG WORDT 70! DOSSIER Vrouwen & en perfectionisme NARCISTEN LEERT LOSLATEN DE KANS IS BV’S GETUIGEN DO Nuria GROOT DAT JE ER ‘IK SPEELDE EEN VERSIE ‘IK VOEL ME EEN PAK LICHTER’ EENTJE KENT VAN MEZELF DIE ‘SNELLER DAN VERWACHT, Dieter Coppens gingMENSEN opnieuw WILDEN ZIEN’ MAAR EEN BROER op roadtrip met downjongeren OF ZUS VOOR VICTOR ZOMER BRAINGYM VR WEDSTRIJD IS ZEER WELKOM’ WIN VOOR € 63.000 CLASSY VERSUS FLASHY ELKE DAG JEANS: AAN ‘VRIENDSCHAPPEN DE NIEUWSTE TRENDS PRIJZEN Trend: een kleerkast vol contrast INCLUSIEF PUZZELS 000_GPV1QU_20190717_GDGCV_00_Vitaya.indd 1 HET GEZONDSTE 000_GPV1QU_20190305_STYCV_00_Cover.indd 1 VOOR HET LEVEN’ 1/03/19 17:20 ONTBIJT

23/04/20 13:50 36 Corporate Social Responsibility Corporate Responsibility Social

Red Nose Day 2019 makes 423,335 young people stronger Flanders goes red for #generationstronger The fourth edition of Red Nose Day broke all records, bringing in a total of 4,315,197 euros. This edition, the campaign reached 423,335 youngsters.

The previous editions focused on young stories from young people in school. Het Laat- people struggling with mental issues. The ste Nieuws brought back legendary youth mag fourth campaign concentrated on all young Joepie with a once-only publication for Red Nose people. Because the young are under a lot of Day. And Qmusic DJ Vincent Fierens trekked pressure: at school, at their sports club, on so- across Flanders with his electric bicycle and cial media... Since mental issues are connected his piano, raising money. with physical and social insecurities, this year Red Nose Day focused on resilience in young “Thanks, schools!” people, with #generationstronger. On 29 November, Red Nose Day, all of Flanders went red. For one day only, the Belfius tower 1 IN 2 UNDER TOO MUCH Flanders goes red in Brussels was clothed all in red. Schools, as- PRESSURE AT SCHOOL For eleven weeks, Flanders was abuzz with sociations, and the entire Flemish government Resilience is indispensable in the young, concluded a large-scale energy and solidarity. Ambassadors Jens Den- donned a red outfit to support the initiative. iVOX study of a thousand Flemish doncker and Birgit Van Mol toured schools all Koen Wauters and Jonas Van Geel whipped up youngsters. 1 out of 2 young over Flanders to enthuse them about #gener- the crowd in the jam-packed Sportpaleis for “All I can say is, thanks, people (48 percent) are under too much pressure at school. Half ationstronger. Comedian Jens Dendoncker the closing show, which turned into a sizzling schools! Thanks, campaigners! the young people in Flanders kicked off the 2019 campaign: he had a crack party. Jens Dendoncker concluded emotion- (49 percent) indicate they would at the world record for “longest applause”, and ally: “Thanks, schools! Thanks, campaigners! Thanks, Flanders!” be doing better mentally if they felt better and healthier physically. after a couple of hours of clapping, he beat it. Thanks, Flanders!” VTM NIEUWS anchor Birgit Van Mol gathered Jens Dendoncker,

Annual Report 2019 • DPG Media Report Annual Red Nose Day ambassador 38 Online Services 39 Annual Report 2019 • DPG Media

“We're local and that's our strength. Facebook was developed for Americans. We look for Online Services guide what Belgians and Dutch people are after.”

Frederik Vanvoorden, CFO Online Services DPG Media conscious consumers

Everyone needs a power supplier or insurer. But which one offers the best conditions at the best prices? DPG Media's Online Services come up with an answer to these and other questions. Also, with a few simple clicks, consumers can conclude a new contract, Frederik Vanvoorden and Lauri Koop explain.

“Online Services may be a slightly odd name. data, we can inform the journalists. We also It denotes all services in our media group not offer widgets, enabling readers to check if related to news or entertainment,” says CEO they're paid well enough or if they can reduce Lauri Koop. “Entering into contracts for energy, their energy bill.” Services Online insurance, tech gadgets, or mortgages involves making hard choices. You have to shop around “We do more than just sell. Consumers are at a lot and compare. Well, we make the market the wheel. They should be happy with the in- transparent and eventually consumers can formation. By the way, they often stick around make the best choice through us. Some prac- longer on our how-to articles than on actual tical examples? Are Black Friday offers really news. People immerse themselves further bargains? And are you paid enough according where their wallets are concerned.” to your position?” How do you think Online Services “Since early last year, we’ve constituted a new will evolve? business unit in the company, with an independ- Frederik Vanvoorden: “You could compare ent management team. We came into being it to Spotify, which gives you recommendations after a raft of acquisitions. Especially since geared to your tastes. If you're, say, a motor- “Consumers often stick we took over Independer, we have sufficient cyclist, you should be able to spontaneously around longer on our critical mass for that,” adds CFO Frederik compare motorcycle insurance plans. We want Vanvoorden. “Of course, our ambition is to to approach consumers more proactively and how-to articles than grow—in Belgium as well. And we can definitely unburden them. We're also looking to contribute on actual news. People exchange best practices.” to digitization. Young people use their phones for everything. That's why, in the Netherlands, immerse themselves How do DPG Media's Online Services we're developing a completely online proposition further where their wallets latch onto the news brands? to take out a mortgage.” Frederik Vanvoorden: “The big news media are concerned.”

are our great reach machines. Every day, millions “The Netherlands are a bit further along in Lauri Koop, of readers visit those websites. We use them to the process, but Belgians are equally open to CEO Online Services DPG Media deliver content about our products and steer them digitization—just think of bol.com or Cool- toward online services, so we can offer them an blue. You order now and receive your parcel Online improved contract. Of course, we guarantee the next day. The primary needs are identical journalistic independence. And obviously, we in both countries, despite the cultural differ- don't write stuff that isn't true, either.” ences. Online insurance will break through in Belgium as well. And with what we're learning Lauri Koop: “We have an enormous amount of about energy in Belgium, we're improving knowledge at our disposal. With those quality Independer's energy comparisons.” Annual Report 2019 • DPG Media Report Annual Services 40 Online Services 41 Annual Report 2019 • DPG Media

Online Services DPG Media Mijnenergie breaks records Insurance Finance Energy Automotive Finance & Energy

Uw referentie in de energiemarkt

9.9 million 4.6 million comparisons 109,000 energy comparisons of of savings products contracts concluded 2019 was a peak year for price

financial products in the online tool via the website Number of users Services Online increased by 30 percent comparison website Mijnenergie. Thanks to 2.1 million to the energy market opening up and the innovations on the site. Tech Lifestyle In 2019, the Flanders energy To boost the brand's visibility, market broke wide open. Over 25 Mijnenergie mounted several ad- percent of households and companies vertising campaigns in concert with changed electricity providers in 2019. other DPG Media brands. “Mobile 5 million users: For gas, things went even faster: Vikings customers earn Viking 16.1 million clicks in A 7-percent increase 64,000 people building more than 28 percent of the energy points when they switch their ener- or renovating their 51-percent growth price comparison tool in the use of the price clients opted for a new provider. gy provider using the website. And home visited the “Pricewatch” (18 million comparison website This is shown by figures recorded DPG Media's branded-content team online construction clicks including Hardware.info) by Flemish energy regulator VREG. writes articles about Mijnenergie forum monthly which appear on HLN.be,” Kristof For price comparison website Mi- De Paepe explains. jnenergie, 2019 was a record year. Recruitment “65 percent more people changed Deals in under a minute energy providers using our web- In 2020, he wants to have even site than in 2018,” says business more people switch energy sup- manager Kristof De Paepe. pliers using Mijnenergie. “If you want to make a switch, all you Viking points have to do is e-mail us your final More than Uw referentie There's more than just the energy invoice—and we'll take care of 25 million job views generated 9.9 million job views in de energiemarkt 1 million users market to thank for that increase. the rest. Consumers will then re- 1,250,000 applications generated 630,000 (16 percent up) applications “We invested considerably to make ceive a personal comparison of the “Switching suppliers 93% the site more user-friendly. The possible deals in under a minute. In 2019, personalized space, where users Switching suppliers should become should become even Mijnenergie's turnover grows can upload their invoices, follow even easier in 2020.” easier in 2020.” by 93 percent up on their energy consumption, and reaches or have simulations run, is now Kristof De Paepe, 4.8 million euros. business manager Mijnenergie easier to work with,” says Kristof De Paepe. Annual Report 2019 • DPG Media Report Annual 42 Online Services 43 Annual Report 2019 • DPG Media

Independer spends holidays on the phone

During the last seven weeks of the year, the Dutch 50,000 can change health insurers. In 2019, 1.1 million people INSURANCE POLICIES On the busiest day made the switch. At comparison site and online adviser (31 December 2019), Independer sold Independer, it's the most hectic time of the year. about 50,000 health insurance products. Services Online

The “healthcare season” is a Dutch phe- hour were made on our website,” says Mirjam nomenon. Dutch people are under an obligation Prins. On that day, 120 Independer employees 14,000 to take out health insurance, and insurers answered 3,500 calls. “That pressure makes for PHONE CALLS must make their rates known no later than a great atmosphere at work.” During the final two weeks 12 November. “Switching insurers is possible of healthcare season, until 31 December. That saves some people If people have questions about their health Independer staff answer hundreds of euros a year,” says Mirjam Prins, insurance, they can call, e-mail, or WhatsApp 14,000 telephone calls. Health domain manager for Independer. Independer. “But more and more people are tak- ing out health insurance online, without talking The comparison site for financial products has to anyone. In 2019, that number increased from concluded agreements with most insurers. When 76 to 79 percent. We’re continuously optimizing 1,200 a customer takes out insurance with a certain our website to enable people to arrive at the WHATSAPP company because of Independer's advice, it right choice themselves,” says Mirjam Prins. CONVERSATIONS receives compensation from the insurer. “We On the busiest day of the year's healthcare season include all insurers in our comparison tool,” 31 December (31 December 2019), In 2019, Independer's says Mirjam Prins. “Since we're the market The 2019 healthcare season was an absolute Independer staff have turnover grows leader, it's only appropriate. We want to help record-breaker. 7 percent more people switched over 1,200 WhatsApp by 7 percent. conversations. as many people as we can to find the health insurers using Independer than in 2018. It's insurance that's best suited to their needs.” starting to become tradition for the Dutch to wait until the last possible moment. “17 percent waited until Everyone helps 31 December to make the switch. A group of employees prepares for the end-of- “Half only put in their requests after Christmas. 79% year peak for a whole year. And during the last 17 percent waited until 31 December to make More and more people When, honestly, you should few weeks of the year, everyone pitches in. “If the switch. When, honestly, you should really are taking out health customers have questions, we're ready. We've just be getting out the champagne glasses, insurance online, without really just be getting out the talking to anyone. In 2019, all got the required degree. At peak times on shouldn't you," says Mirjam Prins, laughing. 79 percent of all contracts champagne glasses.” the busiest day, over 13,000 comparisons an were concluded this way. Mirjam Prins, Health domain manager Independer Annual Report 2019 • DPG Media Report Annual 44 Online Services 45 Annual Report 2019 • DPG Media

DPG Media and Mediahuis Complementary offer The three websites complement one another join forces in automotive and are aimed at different types of consumers and business clients. Gaspedaal is an easy- to-use, convenient aggregator website that Competitors now want shows the most exhaustive car offer of the Netherlands—it sends interested purchasers to the websites of car dealers and others. to “become market AutoTrack displays adverts for cars that car companies and consumers upload straight to the website. It provides car-seekers with extra leader together” details, information, and advice, guiding them to the car best suited to their needs. Famous online platforms Gaspedaal.nl (Mediahuis) and AutoTrack.nl (DPG Media) Local on a large scale have been operating as the joint venture Auto- By combining forces, Automotive MediaVen- motive MediaVentions B.V. since last summer. tions is now serving the entire Dutch market. Fifty-one percent of this new parent company On the one hand, consumers can access even is held by DPG Media. Mediahuis owns 49 per- better information. On the other, automobile cent of the stock. Sander van den Hout, general companies are very effectively reaching all Services Online manager of Automotive MediaVentions, calls Dutch car buyers via a single outlet. it a historic collaboration. Sander van den Hout: “With our three websi- “It's unique that two competing media com- ties, we're offering car dealers a subscription panies have managed to merge their car ad plan, a performance-based pricing model, and activities. While DPG Media and Mediahuis— a freemium alternative.” with their respective newspapers, AD and De Telegraaf—are diametrically opposed in the Automotive MediaVentions is also advertising news landscape, the two companies decided all the AutoTrack car offers on Gaspedaal. As to contend for the automotive-sector market a result, AutoTrack is getting 40 percent more leadership as one party. That's commendable.” visitors right off the bat. “For Gaspedaal, too, that's a step forward,” says Sander van den 6 million visitors Hout. “Thanks to AutoTrack, Gaspedaal is In addition, Automotive MediaVentions also now a premium brand that stands out from acquired AutoWereld.nl in October. With the huge number of ads on offer.” the three web portals, the company wants to dethrone AutoScout24, the biggest competing 2020 ambitions automotive player, in a few years' time. More “It's our mission to gear demand and supply to specifically: Automotive MediaVentions would each other as best we can. For car companies, 40 then like to become the market leader as re- percent more visitors to AutoTrack also means UNIQUE JOINT gards turnover and revenue as well, because 40 percent more leads and potential customers. “Together, our three VENTURE the company is already reaching the largest The capitalization and the joint venture are now In June 2019, number of car buyers in the Netherlands. in full swing. Our 2020 ambitions are clear,” DPG Media and Mediahuis entered Sander van den Hout concludes. into a unique joint “Together, our three websites attract 6 million websites attract 6 million venture in the visitors a month,” says Sander van den Hout. “Now, what we do is mostly just helping visitors automotive sector. Three successful “Competitor AutoScout 24 is at 4 million monthly find the car best suited to their needs. In the online platforms visitors. Our three brands' joining forces also near future, via AutoTrack, we'd also like to are joining forces. enables us to combine readers' search data, literally deliver it to their doorstep. The end Their objective? To visitors a month.” become the market granting us optimum insight into customer goal? To completely unburden buyers: from help leader together. behaviour. That gives us the flexibility we need with the purchase to finding the best financing Sander van den Hout, to anticipate trends and changing market needs.” and insurance, right up to the delivery.” general manager Automotive MediaVentions Annual Report 2019 • DPG Media Report Annual 46 Online Services 47 Annual Report 2019 • DPG Media

Nieuwe tarieven positioneren love brand nog steviger als prijsbreker Tweakers informs more Mobile Vikings taking and more people up challenger role again 2019 was a challenging year for Mobile Vikings. about technology And yet, the mobile telecom operator succeeded in regaining customers' trust as well as its status More than 900,000 fans as a price maverick. of technology, gadgetry, multimedia, videogames, In 2019, the greatest challenge for Mobile Viking Deals and related topics Vikings was a technical one. Mobile Vikings The telecom operator is looking to keep on completed the final two of a total of three professionalizing in 2020 and put its com- consider Tweakers their technical migrations toward being a full mobile mercial momentum to good use. New rates Services Online second home. Last year, The number of virtual network operator (FMVNO). will strengthen Mobile Vikings' price-cutter active, logged-on That transition didn't go off without a hitch. position. Unique services like the “Viking Deals” the website attracted more Tweakers users Technical difficulties meant the telecom op- will enable clients to reduce their telecom bill grows by 5 percent visitors than ever. on a monthly erator's image took a hit—it used to be a real to a minimum. basis in 2019. love brand for its customers. To turn the tide, Mobile Vikings reconnected Customers buying online from a Mobile Viking with its challenger DNA. Mid 2019, the Unlim- partner get a percentage of their purchase Tweakers has just had its best year ever. we detect some cynicism among our readers ited plan was launched. It enabled customers amount back in Viking Points. They can redeem The website passed the milestone of 900,000 in November during Black Friday. They to surf the web and make calls for 29 euros those points to top up their prepaid card or pay user accounts, recorded a 5-percent increase ask themselves whether or not all of those per month. That way, Mobile Vikings lived up for their subscription. That way, many customers in active, logged-on users on a monthly basis, discounts really are bargains. We acted on to its price-maverick reputation again. And to cut their Viking invoice down to zero. and upped its yearly reach by 4 percent. On that editorially. During the sale period, we great success. Its client base increased sharply. Tweakers, people read news items and critical published the price evolution of many prod- reviews, compare product prices, and discuss ucts. We'd neatly mapped and analyzed the Young people technology with other readers and editors. price fluctuations in the preceding months. Mobile Vikings stands out in the telecommu- That way, readers received a crystal-clear nications market with a strong focus on data How do you explain the overview of which products actually were and youngsters. That target demographic wants success of Tweakers? cheaper than ever before.” data, and lots of it, without having to break Wout Funnekotter, Tweakers editor-in-chief: the bank. For them, Mobile Vikings launched “Our success is founded on three cornerstones: And other DPG media data-only rates. That way, the telecom operator editorial content, the Pricewatch, and the com- capitalized on that handily. reinforced its historically strong position with munity. On Tweakers, people read tech news, “Yes, they did. AD and de Volkskrant paid young consumers, which competitors often compare product prices using Pricewatch and it some attention editorially. That added regard with some envy. share their experiences with the Tweakers to Tweakers's visibility. We want to keep “Our success is founded on three community. It's singular that that formula for working together with the other outlets, so In 2019, we laid the foundations for a mature cornerstones: editorial content, the success, which we kicked off in 1998, isn't going they can inform their readers even better company, says CEO Bart De Groote, looking out of date, but rather keeps growing.” about technology. Working together comes back on the past period. Mobile Vikings has Pricewatch, and the community.” 29% naturally to us. For example, we share a test grown from a commercial enterprise with In 2019, Last year, did you also make lab with Hardware Info. And we work closely few operational implications into a company Mobile Vikings's Wout Funnekotter, turnover grows Tweakers editor-in-chief editorial use of the Pricewatch? with AD for their Tech section.” that works more professionally and is better “We looked at how to utilize independent prod- organized. by 29 percent. uct details and prices editorially. Traditionally, Annual Report 2019 • DPG Media Report Annual 48 Advertising & Marketing 49 Annual Report 2019 • DPG Media

Our customers' trust is key

Imagine: you're never bothered by irrele- Fortunately, we now dare to look beyond clicks vant ads or obnoxious pop-ups anymore and again. Our advertisers are challenging us to you don't have to worry about your privacy. define new metrics. They're asking us to help Or imagine you could bank on the reliability them build brands and close sales in a new of online content and the security of your market context. In that (digital) advertising personal data. That wish, cherished by more market DPG Media is more relevant than ever, and more people, is what DPG Media wants to now that both consumers and advertisers know fulfil: we call it the trusted web. where to find us, and value us properly. Thanks to the acquisition of Sanoma we now possess The advertising landscape is in an unprecedent- an unheard-of wealth of data, but our basic ed state of flux. Advertising euros are digitizing principle remains unchanged: DPG Media never at a feverish pace. But those euros mostly go wants to betray consumers' trust. to two parties: Facebook and Google. Amazon,

another juggernaut, is entering our markets. We're brimming with confidence and going all- Advertising & Marketing And then there's the question of whether out to create our own ecosystem: the trusted large streaming services like Netflix won’t be web. Advertising adopting advertising-funded or hybrid models. Stefan Havik, For years, local publishers such as DPG have digital business development struggled to come up with an answer to these director DPG Media global developments. We just stood there and watched. But something's changed. Consum- ers have begun to trust our brands more and & Marketing more—also because our media put up a barrier against fake news, as opposed to some pushy global players.

Our advertisers and agencies also began to feel uncomfortable about the global players' dependency on marketing. Is it sensible to put so many eggs in just one basket? Isn't it crazy to be steering blind based on metrics we're no longer able to put into perspective? Annual Report 2019 • DPG Media Report Annual 51 Annual Report 2019 • DPG Media

How are you helping advertisers? What sort of added value does this Saskia Caelen, director Medialab: “To- tailor-made approach generate? gether with advertisers, we look at the goal Saskia Caelen: “Customers see their brand, they intend to achieve. Then, we develop in- product, or service integrated into media con- tegrated strategies and concepts, and receive tent in a natural, unforced, credible manner. an increasing number of marketing questions. Via its own media, DPG Media has over 14.3 KLM is a textbook example. Their objective: million contacts per day (figure from Dec 2019), In the Netherlands, branded content to get more people onto lesser-known flights. with real people. Those people are choosing turnover increases To achieve that, we created branded-content to come to our brands of their own accord. by 26 percent in articles, video reports, and a mobile guide of That's invaluable to advertisers. We know the 2019. In Belgium, advertising travel stories to make less well-known flight behaviour of our readers, listeners, and viewers, turnover increases destinations more appealing. The results? The and we divide them into target demographics. by 53 percent. That enables us to match brand stories to the right target audience in a natural context like “Via its own media, DPG no one else can.” Media has over 14.3 million Tijl Sacré: “The 'classic' advertising-and-media ecosystem is faltering. We see more and more “The 'classic' advertising and contacts with real people in the advertisers seeking out a single contact who Netherlands per day—that's can transform their objectives into strategy media ecosystem is faltering. and creation, with the most suitable media Advertisers are looking for invaluable to advertisers.” distribution. We can combine those for them. a single point of contact for Saskia Caelen, In addition, our structure also augments the director Medialab connection to the agencies. By mobilizing people strategy, creation, and media with the same expertise, we speak the same language and strengthen each other. That way, distribution.” we translate the agencies' ideas and strategies Tijl Sacré, to our media brands. There's plenty of growth creative & communications brand KPIs improved significantly. And, which potential in this global package formula.” director at DPG Media België may be even more important: the number of flights booked to cities such as Porto, Riga, and Isabel Peeters: “The advertising industry is

a dozen other destinations, went up steeply.” a complex landscape. Marketeers need an SEO Advertising & Marketing specialist, an SEA company, a media buyer, a Isabel Peeters, director at-thetable: “We're content maker, and so on. We offer them a single Branded Content a business partner to our client. We help to point of contact for all of those specializations. determine their strategy and back it up with We also notice customers are gradually moving the best plan we can. What's unique is that away from the hype around algorithms and we can work together with the editorial and digital customer data—everyone works with creative talent at DPG Media. Those people those now. To make a difference, companies Back to the know perfectly what’s on consumers’ minds. need personal brand context and content, now That way, we create content that catches on.” more than ever.”

Tijl Sacré, creative & communications brand narrative director at DPG Media: “Our strategists, “We notice clients are gradually moving creatives and salespeople guide advertisers Have conventional advertisements had their day? Team toward the most suitable solutions. For some away from the hype about algorithms and Creative at DPG Media Advertising Belgium and both at- advertisers we make a variation on our prod- digital customer data and are going back ucts and programmes. For others we create an thetable and Medialab, DPG Media's branded-content studios independent campaign and use our products to the basics: building a brand.” and programmes as distribution channels. That in, respectively, Belgium and the Netherlands, are seeing that Isabel Peeters, cross-media solutions are in high demand: “Advertisers want to means our approach is increasingly tailor-made.” director at-thetable position their brand content-wise.” Annual Report 2019 • DPG Media Report Annual 52 53 Annual Report 2019 • DPG Media

“Marketing Every day, each brand is bombarded There's often doom and gloom with an infinite number of communi- about the advertising market. needs a new cation possibilities. Media promise the What makes you so optimistic? balance. Less moon, advertisers struggle to make “That's based on the success we're choices. “It's up to us to develop re- achieving with customers. Without rel- short-term sponses. The right solution, to the right evance, urgency, and trust, our brands conversion, problem, at the right price, by way of would be interchangeable. We have to the most suitable medium or brand in be able to convince advertisers of our more long- our portfolio. We have to concentrate added value. That's why we don't take term brand our efforts better because customers part in a race-to-the-bottom price war, KLM and DPG Media inspire building.” mainly want to see results.” and, as a healthy family-run company, Dutch airline KLM came to Medialab with a brief to we can afford a critical outlook. We put 22 of their lesser-known European destinations Lauren van der Heijden, Trust in DPG Media has demonstra- love working together, but it's got to in the limelight. The result was “Europa Onontdekt”, advertising director bly increased in 2019, says Van der be interesting for both parties.” a tailor-made cross-media campaign. During DPG Media Nederland Heijden. “We're seeing more longer- the first season, there was a print campaign in de term partnerships, an increasingly Isn't a news company Volkskrant and in AD. During the second season digital mix, big content deals, and a less sexy sometimes? in early 2020, Medialab pulled out all the stops. broader deployment of our brands. “For a while it seemed as if everything 360-degree reach, an online campaign, video, and Of course, our big-reach brands are had to go to social media, because they a mobile-friendly mini travel guide. Independent prominent, but customers are also were hip. That also showed in the rise research showed that the campaign had finding their way to highly specific of influencer marketing. Fortunately, reinforced KLM's reputation. platforms, such as Reclamefolder.nl advertisers appear to have become more or De Ondernemer.” discriminating again and things are coming into perspective. It's exactly One of those long- because of the rise of fake news and “We have to term partnerships was brand safety issues that the market concluded with KLM. has begun seeking out those places “Our starting point wasn't a media again where there's real contact with question, but a business question: 'How the target audience. Where there's real can we fill more seats on flights to journalistic content. Where context is

behave like a Advertising & Marketing less popular destinations?' Departing relevant. Where facts and figures com- from the adage 'unknown, unloved', ply with laws and regulations. We've we make informative, inspirational worked hard to become that ‘trusted marketing partner” branded content stories about these partner’. Eventually, that pays off.” cities. Personal travel stories that take you on a voyage of discovery along At the same time, DPG Europe's best-hidden gems. All of Media is going through a which was naturally integrated into digital transformation. The bond between DPG Media and advertisers keeps becoming de Volkskrant and AD. We started “Even when you're the biggest media stronger. More and more often, companies ask us to join them out with branded content articles in company, you can't just rest on your Albert Heijn pays tribute to the classics the magazines and online long reads, laurels. The market is too dynamic During the 2019 festive period, Albert Heijn paid in thinking about achieving commercial objectives. “In the past, and expanded on that with online for that, and it expects us to develop homage to the classics of Dutch cuisine. AD we were mostly the advertising sector's distribution partner. video and a smartphone-based min- products. In 2019, we marketed some Koken & Eten and 24Kitchen.nl joined forces for a Whether that led to real business results wasn't within our iature travel guide. This is boosting new digital propositions. Often linked tailor-made cross-media campaign. It included momentum for the KLM brand and to social media, but in our news en- a mobile take-over of AD.nl, a content hub on purview. Many customers now ask us to help them reach a bringing about an uplift in sales: we vironment. For example: Xtra Social, AD Koken & Eten, and online banners that let higher level. That role calls for a new approach,” says Lauren exceeded our sales targets. That shows Brand Stories, and more online video you select which dish you did or didn't like—the the strength of quality content in the possibilities. We're raising the bar content makers utilized a wide range of the DPG Van der Heijden, advertising director DPG Media Nederland. right context.” in-house. That's the only way to keep Media products on offer. Next to every recipe, taking the right steps. For 2020, we've there was even a “purchase button” that loaded set ourselves the goal of introducing the ingredients into your shopping cart on AH.nl. a product every month.” Annual Report 2019 • DPG Media Report Annual 54 Advertising & Marketing 55 Annual Report 2019 • DPG Media

“An entire generation grew up on short- term metrics. Now we have to re-educate marketeers on how to build a brand.”

Ben Jansen, “We're going director advertising DPG Media België “The format may well be different, but people still want to be entertained. back to the basics You have to match the right format to the right target audience.” of our trade” Luc Suykens, marketing director P&G Belgium, the Netherlands, and France

Data, globalization, privacy. These are And what is that truth? convincing consumers to make a purchase. For Are you saying the numbers exceptionally captivating times for advertisers Luc Suykens: “That we're going back to the the longest time, digital focused on the latter, aren't really that important? basics of our trade. When TV came into vogue but meanwhile there are plenty of possibilities Luc Suykens: “We've always measured, but and marketeers, say Ben Jansen (DPG Media) and took over from radio, everyone said radio to build a brand using digital media. Until re- we mostly measured impact. The key question and Luc Suykens (P&G). “You can do a lot of would disappear. You had to reach housewives, cently, you could get by with just TV to do that is whether you're relevant to consumers. It's all things with data, but you make a difference by so soap operas caught on. Good shows attract in Belgium and France. In the Netherlands, that about the final metrics. At P&G, we've always people, both on TV and on digital media. The became impossible about three years ago. TV's taken short-term metrics with a grain of salt. In playing the long game, by being relevant.” format may well be different, but people still reach no longer suffices. Meanwhile, however, the end, you need to make a difference in the want to be entertained. You have to match there's sufficient online video capacity. And pro- long run to distinctively convey your message the right format to the right target audience.” fessionalism in that regard has gone up hugely, so to the customer. Consistency is important.” The digitalization thoroughly shook up the we can now reach our target audience digitally.” playing field for marketeers. “It's true that we're “You can see that in the Netherlands, where the Ben Jansen: “Many vague messages were

constantly learning how to keep communicat- regional dailies are making huge connections. Digitalization hasn't just broadened the sent. An entire generation grew up on Advertising & Marketing ing efficiently,” says Luc Suykens, marketing There where strong content fascinates people, playing field; it's also made everything short-term metrics. Now we have to director at P&G Belgium, Netherlands, and opportunities arise for your brand. Strictly measurable. Which are the figures re-educate marketeers on how to France. “Not because our strategy is changing, separated from the newsroom, of course. That that really matter to you now? build a brand. That's a challenge but because the route toward it is less visible. separation must remain in place digitally as Ben Jansen: “These past few years, everyone for those brands and for us. How Data force us to change our culture. At the well as in the newspaper.” has been obsessing over data measurability. do you connect our platforms to same time, we need data to reinvent our trade.” But all of those metrics are very short-term. a brand? You're forced to play Ben Jansen: “The competition has changed. Moreover, the GDPR and other regulations will a different game. And how do “It's taken the industry 25 years to arrive at this We're no longer just in a regional market—we're soon make microtargeting next to impossible.” you prove digital works? We'll point. When TV was king, panels consisting up against global media: YouTube, Facebook, be labouring away at that for of a few hundred or thousand respondents Amazon Prime. At the same time, we know our Luc Suykens: “It may seem like a paradox, but the coming two years.” determined marketeers' behaviour,” says Ben limits. On VTM GO in Belgium, we don't offer television was easier to measure than digital. Jansen, director advertising at DPG Media global content, but consciously opt to use the I had better targeting on TV than on digital. België. “Then digital acceleration came around, digital platform for regional content. We move This past year, we’ve advanced by leaps and and suddenly you could keep track of consum- along with consumers' needs. The arrival of bounds. Digital media's measurability has ers' every move. All the more so ten years ago, Netflix was a boon to us. Suddenly, consumers improved no end. That's because a company when walled gardens weren't around yet. The were prepared to pay for TV. That would never like DPG Media has a good understanding of result? There were a thousand different truths, have worked ten years ago.” that measurability from its TV background. and no one agreed. Finally, we're arriving at a And we're also looking for quality context. consensus about what the truth is.” Luc Suykens: “We still want to reach the In addition to security. You don't want to be right audience with our innovations and build associating your brand with extreme violence a brand, both by reinforcing brand equity and by or pornography, for example.” Annual Report 2019 • DPG Media Report Annual 56 Advertising & Marketing 57 Annual Report 2019 • DPG Media

“What advertisers can achieve with Google, they should also be able to do with us” Berlingske Media saw how the advertising industry kept on digitising in 2019. The publisher aims to further stimulate the increase in digital ads by focusing on video, data, and the new ‘Publisher Platform’.

In 2019, more than half of Berlingske Me- A handful of clicks dia’s advertising turnover came from digital Still, the digital advertising industry will be ads. “The digital turnover grew, but not at the main challenge for the next couple of years. the same rate as in 2018,” says sales director “Gaining more insight into and control over

Kenneth Madsen. data will be crucial, for both advertisers and Advertising & Marketing the media. Third-party cookies (cookies placed “Online video advertising revenue soared in by a different domain name than that of the 2019 and the big-impact online formats—which website that the user is visiting) will disappear 13% are mostly used for branding—performed very over the next few years. That’ll have a consid- In 2019, digital well. The advertising market for podcasts is erable impact on the commercial ecosystem advertising stirring but has yet to prove itself commercially.” and we’ll need to prepare.” turnover for Danish news brand B.T. is up by 13 percent. Quality In late 2019, Berlingske Media announced that “Quality is the keyword of the digital adver- it would be part of the new ‘Publisher Platform’. tising market”, says Kenneth Madsen. “Which The publisher launched this platform together target group saw the ad? What was the context? with TV2 (the largest commercial TV station How good was the viewability: the campaign’s in Denmark) and JP/Politikens Hus (another visibility?” big media player). “This platform enables organisations to buy ads based on contextual The focus on digital ads would sometimes lead targeting. If an advertiser can book ads in just to an undervaluation of print media. “Print a few clicks, then he should also be able to do “Quality is quintessential still has its place in a media plan, especially this on our websites.” to support quality and credibility.” in digital advertising.”

Kenneth Madsen,

Annual Report 2019 • DPG Media Report Annual commercial director Berlingske Media 58 Advertising & Marketing 59 Annual Report 2019 • DPG Media

“Jumbo, the Dutch supermarket chain, is sponsoring Max Verstappen. If the racer is victorious, they want to share their joy with their customers. They usually do so on their social media channels. And that’s where we come in. Jumbo can latch on to our network. We’ll make sure that the social media posts will also be visible on our channels. What’s more, Digital advertising those posts can be viewed by readers who are truly interested in Formula 1. A logical place in our network for this could be AD.nl/sport on the pages containing Formula 1 content.” “It’s not the Local “Data are the most In 2019, DPG Media helped a big customer get more attention in the right context: by supplying important fuel for exactly the right environment for the adver- tiser’s message. “We advise our advertisers on digital strategy. And last click, but how best to achieve their objectives. We have a quality is key.” wide array of titles, topics, and matching target groups to choose from.” Barbara Hazenberg, director digital sales DPG Media Nederland the entire Is that DPG Media’s answer to the digital force of Prediction model huge, ubiquitous players like Facebook? “Yes, by Data are the most important fuel of digital staying relevant and convincing customers that strategy. “By utilizing portrait, behavioral, we help them realise their goals through good and intent data, we can show more targeted customer advice and by joining their creative thinking commercial messages. We know who our process. That’s how we distinguish ourselves readers are, what they read, and what’s on their from the global digital players. Regional adver- minds. Our advertisers can use this knowledge tisers are welcome, too. Our sales force covers to their advantage.” the whole country. DPG Media can provide journey that solutions nationally, regionally, and locally, via “But we won’t be part of ‘data for data’s sake’. outlets such as Tubantia and Indebuurt. Instant Quality is key. We know that it’s not just readers’

impact guaranteed. In addition, we offer our last click that counts, it’s the entire customer Advertising & Marketing customers optimum service in terms of sharing journey.” counts” knowledge, research, and optimization. Our digital team works with campaign managers “Here, we’re banking on artificial intelligence. and product specialists. That way, we can Algorithms can assess what should be the Data for data’s sake? Barbara Hazenberg, director digital effectively help our advertisers and keep the next message our reader needs at that point in sales DPG Media Nederland, doesn’t see the point. communication lines short.” time and which actions will lead to achieving the goal. With this kind of prediction model, Data are mainly a pre-requisite. Quality context is now Cookies you can home in on individual readers, rather gaining importance. And publishers need to prepare for According to Barbara, quality context will than having to post blanket campaigns for cookie-less advertising. become even more important in the future, entire groups.” because we’re on the threshold of a cookie-less era. We’re heading into an advertising world Campaign reporting has also matured. “The without third-party tracking cookies, due to number of clicks or the time someone spends changing regulations and browsers which are on a page doesn’t really say much. It’s also % blocking them. “Because we’re a company about the impact of the campaign, both digitally 15 boasting diverse topics and angles for our and in print. What combination has the best In the Netherlands, readers and users, we can offer our advertisers return on advertising spend? What creates the digital advertising a great response to this.” right effect? At the end of the day, I see this turnover is up by as a challenging interplay between platforms, 15 percent in 2019. data, and creation.” Annual Report 2019 • DPG Media Report Annual 60 Advertising & Marketing 61 Annual Report 2019 • DPG Media

1.36 “We no longer need to go MILLION “Based on data, we know how to best approach readers SUBSCRIBERS The number of and which subscription is the best fit for them.” subscriptions in the Netherlands shouting from the rooftops Margot Rozendaal increased by manager data & analytics DPG Media Nederland 14,307 and hit 1.36 million. Seven days a week, every minute of the day, “The chief change brought about about who we are” reading behaviour is analyzed. Those analyses by this way working is that we've focus on, among other things, readers' habits, grown. We have more paying cus- targets, reach, and reach value. tomers than before. For the longest time, the prevailing view was that The most exciting innovations, Rozendaal feels, newspapers would only spiral fur- are the in-depth analyses and the predictive ther downward. That's not true. models. “Those are models we use to look at Quite the contrary, in fact.” Six years ago, let's say, marketing in the newspaper world was the future. Which group of readers will show a simple affair. Long story short: we used campaigns to attract which behaviour? That way, we can tell our The marketing trade has become “Marketing is no longer colleagues how to best approach readers and more scientific, more analytical, new readers, and to attract them effectively, new subscribers which subscription will probably be the best much more fact-oriented. Willem- just about 'good ideas' received a gift. fit for them.” sen: “It's no longer just about 'good and what our gut tells us, ideas' and what our gut tells us, but Edmond De Boer: “We used to take the scat- about knowledge and research.” but about knowledge and That gift could be a discount, an espresso now and the news brands can prove that every tershot approach. Now we know who to target research.” machine, or a new TV. Edmond de Boer, who minute of every day.” and with which arguments. That saves us a lot Another plus: there's a constant started out as marketing manager at DPG Media of energy and, especially, a lot of money. Money dialogue between the different Bert Willemsen, Nederland in 2004 and who is now in charge This development has to a great extent turned we can put to good use for our journalism or marketing divisions. In the past, director of marketing DPG Media Nederland

of marketing, sales, and customer retention, marketing into content marketing; marketeers to make our digital platforms even better.” it was every department for itself: Advertising & Marketing says, “That's the way it was back then and for a are now much closer to newsrooms. “With the one division would be working on long time it worked quite well. Until the digital newsrooms, we discuss what we publish and Margot Rozendaal: “It's not just a matter of the brand, another one on sales, revolution broke out and everything became what the focus should be on. The transition is a finding more customers for our brands, but and a third one would be trying to different. We had to deal with consumers who concerted process. Marketing and newsrooms also of optimally deploying our budget. Every come up with publicity campaigns. suddenly had access to just about all media and used to be completely separate. Now we work title has its own audience with their own be- Willemsen: “Now, all the cogs fit who became far more selective as a result.” hand in glove.” havioural patterns.” together. That ensures our course is clear and that no one is working The big difference, says De Boer, is that DPG Future Bert Looij: “We're now able to point these at cross-purposes.” Media's marketing department now communi- As the manager data & analytics, Margot Ro- people to the right content with these different cates with clients with regard to content. “We zendaal's daily business is the knowledge that brands with unerring accuracy. It's no use to Bert Looij: “We know exactly who explain what a newspaper stands for, what our DPG Media collects about its customers. Her keep promoting long background pieces to our audience is, where they are, and “Marketing and brands' identities are, and what kind of news department is at the basis of the process of people who think quick news is important, how we can steer them into our “We used to take the they cover. We try to convince consumers of bringing in new customers. What do DPG Media or vice versa.” own ecosystem. Just like we know newsrooms used to be the title that suits them best.” customers read? What are their preferences? that 78 percent of our traffic comes completely separate. Now scattershot approach. Now What will and won't they pay for? “Those data Revolution in over mobile phones. That type we know who to target and Bert Looij, who's in charge of brand and digital must continuously be available. So that when Bert Willemsen, director of marketing at DPG of knowledge enables us to make we work hand in glove.” marketing, stresses that the changes gained there's a new initiative or action, we know ex- Media Nederland, calls the changes within his customers loyal to our brands. And Bert Looij, with which arguments.” momentum when people began to use inter- actly where we are. We make sure we press the field a “revolution”. He can't come up, off the there's not a promotional gift or manager brand & digital marketing active media en masse. “We no longer need right buttons. And that, when we shift gears or cuff, with a different word for DPG Media's publicity stunt that can match it.” DPG Media Nederland Edmond de Boer, marketing manager to go shouting from the rooftops about who start new initiatives, we take the right turn.” digital ecosystem. DPG Media Nederland we are or what we do. Everyone can see that Annual Report 2019 • DPG Media Report Annual 62 Advertising & Marketing 63 Annual Report 2019 • DPG Media

How do you convince readers digital isn't free?

From paper to digital, but preferably premium. The fast-changing reader market is confronting media companies with a sizeable financial challenge. At DPG Media België, Bart De Groote and Dieter Van den Brande each work on a piece of that puzzle.

“That trend has been growing for several Digital trigger years: news is consumed and sold less on pa- In the coming years, DPG Media would like to “We have to get new revenue per and the digital offering is on the rise and focus even more on tailor-made content, based from digital media. The key to “You can't build a long- seeing huge expansion,” says Bart De Groote, on specific segments. “Today, it's mostly readers that lies mainly in very high- B2C director at DPG Media België. who indicate what type of news they want to term relationship with Advertising & Marketing receive. Down the line, we hope to determine, quality content.” readers just by offering “These past few years, we've built up a dif- using our own data, who likes to receive what ferentiated range of channels and media, for content,” says De Groote. Bart De Groote, low prices.” B2C director at DPG Media België different target audiences. At the same time, Dieter Van den Brande, we saw that the reach of a wide-scope site like The million-dollar question is: will online managing director News City HLN.be is soaring. Last December, HLN.be got readers want to pay for online content in the a daily average of 2.1 million unique visitors. future? “Up to now, readers have been more That's 25 percent more than the year before.” or less preprogrammed with the idea that and fun to showbiz. That very wide range of “You can't build a long-term relationship with everything is free online,” De Groote admits. content could serve as a trigger to land even readers just by offering low prices,” Van den Dieter Van den Brande, managing director of “Whereas we do have to manage to offset the more paying digital readers in years to come.” Brande concludes. “First of all, you have to News City, points out the precarious balance declining revenue from the print newspaper by provide quality, relevant, and occasionally that news brands are still having to strike in tapping new income from digital media. Brand Intuitive experience surprising content. In addition, a good, in- 2020. “The percentage of digital news consum- loyalty will become a crucial factor, and the key 459,584 A number of recent initiatives, such as HLN Live tuitive customer experience is essential—in ers increases every year, but at the same time, to that lies mainly in very high-quality content.” or Humo's new interactive site, are really taking print, too—and as a brand you have to offer SUBSCRIBERS paper is still extremely important. We have to advantage of that. “The most important added consumers what they want. You have to deliver speed up digitally and thereby minimize the In this context, Van den Brande points out the The periodicals and value of a digital offer is in the possibility to on a good brand promise.” negative trend for print.” assets which a multimedia company like DPG newspapers of DPG click through, or to have readers click through Media België have Media can capitalize on. “We've got so much 459,584 subscribers to live content or in-depth pieces about the hard “We can achieve that by drawing people in with more to offer to our readers than just news in December 2019 news. News consumers are willing to pay for an attractive digital offer and then convincing content. That definitely goes for the digital HLN (print + online). that, so we're looking to invest heavily in that them to switch to a more expensive hybrid plan.” platform, which ranges from entertainment aspect in the years to come,” says De Groote. Annual Report 2019 • DPG Media Report Annual 64 Finance 65 Annual Report 2019 • DPG Media

After a great financial year, ready for a new growth spurt

In 2019, DPG Media grew its turnover by 4 both in Belgium and in the Netherlands. The balance sheet entry for acquisition goodwill percent, to 1.64 billion euros. That increased turnover print advertising market took a 10-percent amounts to 579 million euros. These past few resulted from the acquisition of Independer, which hit across the board, but the drop in free local years, the group amortized more than 600 was completed in late 2018. There were no further papers was compounded by the discontinuation million euros in goodwill. No dividend will acquisitions in 2019. As a result of this 4-percent of several titles. be paid for 2019, taking the equity capital up turnover increase, EBITDA grew by 7 percent to 258 to 278 million euros this year. million euros, and EBITA rose to 183 million euros. The improved return was visible across all three The net profit before goodwill amortization hits 129 countries. In the Netherlands, the operating In mid-December, the group announces it million euros, 2 percent higher than in 2018, when profit rose by 7 percent to 108 million euros. has reached an agreement concerning the there were 9 million euros in exceptional gains In Belgium, cash flow went up by 14 percent, acquisition of Sanoma Media Netherlands for “In the Netherlands and due to the sale of a number of assets. but a provision for a restructuring of the TV an enterprise value of 460 million euros. As a Belgium, the growth of activities weighed on the operating profit, result of this acquisition, the group's pro forma The acquisition of Independer further diversifies which hit 63 million euros. Denmark tripled turnover will be just under 2 billion euros. Just digital reader revenue the group's revenue pattern. The Online Ser- the operating profit to 13 million euros. as in previous acquisitions, the group was able vices branch now turns over almost 120 million to rely on the loyal support of six relationship offsets the decrease in euros, that's more than double. For Mobile, this The tax expense amounted to 45 million eu- banks in Belgium and the Netherlands for the was our first year as a “full MVNO” (mobile ros—including 38 million euros in outgoing financing aspect. The group's debt ratio has print. We see the same virtual network operator), in which we were cash flow—at an average tax rate of 26 percent. risen slightly, but the free cashflow nature of evolution in Denmark.” able to successfully complete our transition to At 72 million euros, capex was exceptionally both the existing business and the Sanoma the network of Orange Belgium. This division, higher in 2019 due to the new-build project in Media Netherlands business will ensure fast Piet Vroman, boasting over 300,000 customers, now turns Antwerp. This building—which was put into deleveraging. The transaction will be completed CFO DPG Media over 67 million euros, with a nice return. use in 2019—was refinanced by way of a 15-year in mid-April. This acquisition will be integrated real estate leasing agreement. Furthermore, into the consolidated financial statements as On the consumer market, we increased the the free cash flow was impacted negatively for of the second quarter of 2020. number of paying news media readers in the 33 million euros by the acquisition of a part of Netherlands, which led to solid turnover growth, the preferential shares in the Dutch company. In early 2020, the world was hit by the corona- despite the VAT hike. In Belgium too, in spite The net financial debt went down to 382 million virus pandemic. This will also have a significant of disappointing sales at the newsagents, we're euros, which is less than 1.5 times the group's impact on our group's results. Today, the extent seeing reader revenue pick up. In both countries, EBITDA. In mid-2019, the group refinanced of that impact is still unclear. the growth of digital reader revenue offsets the publicly for the first time, by issuing a 7-year decrease in print. We see the same evolution in bond loan. This transaction caught the atten- Piet Vroman, Denmark for Berlingske and Weekendavisen. tion of national and international institutional CFO DPG Media BT is focusing fully on an ad-driven business investors, and was eventually increased to 150 Finance model. million euros.

On the advertising market in the three coun- The group draws up its annual accounts ac- Finance tries, we're seeing solid growth in digital ad cording to Belgian GAAP, which, among other revenue, both in display and in video. Turn- things, implies a yearly amortization of acqui- over from TV adverts dropped by 4 percent, sition goodwill. In 2019, those amortizations whereas our radio turnover rose once again, amounted to 88 million euros, whereas the Annual Report 2019 • DPG Media Report Annual 66 Finance 67 Annual Report 2019 • DPG Media

DPG Media Net financial debt ratio to EBITDA (in million euros)

Net financial debt EBITDA

00 382.3

00 in brief 257.5 00 (2015-2019) 200

100

0 Key figures 2015 2016 2017 2018 2019 (in million euros) EBITDA per country EBITDA EBITA Net current profit (in million euros) 00 257.5 Belgium The Netherlands Denmark Total

20 00 183.4 20 257.5 200 128.7 200 133.6 10 10

100 100 107.7

0 0 16.2 0 0 2015 2016 2017 2018 2019 2015 2016 2017 2018 2019 Finance Annual Report 2019 • DPG Media Report Annual 68 Finance 69 Annual Report 2019 • DPG Media Financial report* Consolidated Income Statement

X 1,000,000 EUROS Belgium The Netherlands Denmark TOTAL DPG Media Group 2015 2016 2017 2018 2019 2015 2016 2017 2018 2019 2015 2016 2017 2018 2019 2015 2016 2017 2018 2019

Operating income 491.6 535.9 533.1 678.0 695.3 747.4 794.3 796.9 802.9 867.6 135.6 176.0 170.2 154.6 133.5 1,334.2 1,455.4 1,446.7 1,581.3 1,637.9 - Revenu 442.6 482.8 474.8 608.4 621.8 728.0 784.2 788.4 793.2 858.6 129.1 162.9 162.2 147.6 126.9 1290.5 1418.1 1415.3 1541.9 1600.8 - Other operating income 49.0 53.1 58.3 69.6 73.5 19.4 10.1 8.5 9.6 8.9 6.5 13.1 8.0 7.0 6.6 43.8 37.3 31.4 39.3 37.2

Operating expenses - Commodities/raw materials -98.4 -120.6 -117.5 -186.8 -183.4 -87.6 -97.6 -90.3 -69.4 -71.4 -13.3 -10.4 -12.9 -8.9 -6.7 -190.4 -217.2 -211.2 -258.2 -255.3 - Services/miscellaneous goods -196.1 -202.5 -209.4 -254.3 -267.9 -319.2 -338.1 -348.2 -373.2 -411.3 -49.9 -84.0 -77.6 -73.6 -61.2 -534.4 -585.4 -591.4 -653.8 -688.1 - Salaries -123.5 -124.7 -123.6 -141.0 -135.1 -223.0 -231.1 -235.3 -229.3 -250.3 -59.0 -69.0 -66.2 -55.6 -49.2 -406.7 -425.0 -425.1 -425.9 -434.6 - Other operating expenses -2.3 -1.0 -1.1 -1.2 -1.2 -2.0 -1.6 -1.1 -1.0 -1.0 0.2 -0.3 -0.4 -0.4 -0.2 -4.1 -2.8 -2.7 -2.6 -2.5

EBITDA 71.4 87.1 81.4 94.9 107.7 115.6 125.9 121.9 130.0 133.6 13.5 12.3 13.0 16.0 16.2 198.7 225.0 216.4 240.9 257.5 EBITDA/operating income 14.5% 16.3% 15.3% 14.0% 15.5% 15.5% 15.8% 15.3% 16.2% 15.4% 10.0% 7.0% 7.7% 10.4% 12.1% 14.9% 15.5% 15.0% 15.2% 15.7%

- Depreciation -23.9 -29.5 -30.9 -33.1 -33.5 -17.2 -16.9 -15.5 -15.5 -16.4 -4.8 -4.8 -3.8 -2.8 -2.8 -45.9 -51.2 -50.2 -51.4 -52.7 - Impairements on current assets 0.3 -1.0 0.1 0.4 -1.5 0.2 0.5 0.3 0.7 0.3 0.2 0.4 0.5 0.2 0.2 0.8 -0.1 0.8 1.3 -1.0 - Provisions -1.3 2.4 1.8 0.9 -9.9 0.9 -7.3 -4.6 -14.4 -9.6 -7.0 -5.0 -7.5 -9.2 -0.9 -5.5 -9.8 -10.4 -22.7 -20.4

Operating Profit (EBITA) 46.5 59.1 52.4 63.1 62.8 99.4 102.3 102.0 100.8 107.9 1.9 2.8 2.2 4.2 12.7 148.0 163.9 156.6 168.1 183.4 Financial result -0.1 -0.5 0.3 -2.8 -2.2 -2.2 -2.0 -2.3 -2.4 -5.0 -1.2 -0.1 0.0 0.4 -0.1 -2.0 -2.3 -1.9 -4.8 -7.3 Exceptional result 0.0 0.1 -0.8 6.8 0.0 0.9 0.0 0.0 0.0 -0.1 0.0 0.0 0.9 2.4 0.0 0.9 0.1 0.1 9.3 -0.1 Profit for the fiscal year before taxes 46.4 58.7 51.9 67.2 60.6 98.1 100.3 99.8 98.4 102.8 0.7 2.7 3.2 7.0 12.7 146.8 161.7 154.8 172.6 176.0 - Current taxes -17.3 -9.7 -10.9 -14.8 -13.5 -2.8 -22.4 -24.2 -24.1 -24.8 0.0 0.0 0.0 0.0 0.0 -20.1 -32.2 -35.1 -39.0 -38.3 - Deferred taxes -0.8 -9.5 -10.2 -6.1 -3.9 -15.0 0.4 -2.1 -0.6 -0.5 0.0 -0.7 -0.2 -0.9 -2.2 -15.8 -9.7 -12.6 -7.7 -6.6

Profit for the financial year 28.4 39.5 30.8 46.2 43.2 80.3 78.3 73.4 73.7 77.4 0.7 2.0 3.0 6.1 10.4 111.0 119.8 107.1 126.0 131.1

Result equity method -0.2 -2.0 0.2 0.0 0.1 0.3 -0.3 0.3 0.1 -0.1 -0.9 -0.3 0.8 0.0 0.0 -0.8 -2.7 1.3 0.1 0.0 Third parties' share -0.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 -1.2 0.2 0.1 1.1 -0.4 -1.2 0.171 0.1 1.118 -0.4 -2.4 Net group profit before goodwill amortization 27.8 37.5 30.9 46.2 43.2 80.6 77.9 73.7 73.8 76.2 0.0 1.8 4.9 5.7 9.3 110.4 117.2 109.6 125.7 128.7

Goodwill amortization -7.6 -4.2 -7.9 -18.9 -18.8 -58.8 -67.4 -68.2 -68.6 -67.4 -1.1 -1.2 -1.5 -1.6 -1.9 -67.4 -72.8 -77.7 -89.1 -88.1 Net group profit after goodwill amortization 20.2 33.3 23.1 27.4 24.4 21.8 10.5 5.5 5.2 8.8 -1.1 0.6 3.4 4.0 7.4 43.0 44.4 31.9 36.6 40.6 Finance

Annual Report 2019 • DPG Media Report Annual *DPG Media reports under Belgian GAAP and amortises the goodwill on the acquisitions annually. 70 Finance 71 Annual Report 2019 • DPG Media

Consolidated Balance Sheet Consolidated Cash Flow Statement

X 1,000,000 EUROS Dec-15 Dec-16 Dec-17 Dec-18 Dec-19 X 1,000,000 EUROS 2015 2016 2017 2018 2019

Intangible fixed assets 35.1 40.9 42.3 44.1 42.2 Operating income (loss) 148.0 163.9 156.6 168.1 183.4 Acquisition goodwill 498.9 425.8 362.6 664.0 578.9 - Depreciation 45.9 51.2 50.2 51.4 52.7 Tangible fixed assets 182.3 161.9 150.9 163.5 185.1 - Impairements on current assets -0.8 0.1 -0.8 -1.3 1.0 Financial fixed assets 10.4 5.8 6.7 5.5 5.5 - Provisions for risks and charges 5.5 9.8 10.4 22.7 20.4 Accounts receivable exceeding one year 20.6 64.8 45.3 41.6 34.5 EBITDA 198.7 225.0 216.4 240.9 257.5 Inventories and orders in progress 48.7 43.3 43.9 100.9 98.2 - Change in stocks -11.9 4.7 -0.6 -56.0 1.9 Accounts receivable of one year or less 196.2 187.4 212.5 286.3 291.7 - Change in long-term receivables -2.9 -4.3 1.5 1.3 1.7 Available 128.5 101.7 62.9 58.3 36.7 - Change in short-term receivables -59.3 13.8 -24.5 -75.0 -8.8 Accrued assets 17.8 18.5 19.7 20.9 21.2 - Change in operation debt 105.9 8.7 -17.5 56.4 4.6 - Change in accruals 94.3 -5.4 -12.6 -10.9 -15.2 TOTAL ASSETS 1,138.5 1,050.1 946.8 1,385.2 1,294.0 - Acquisitions of working capital elements -128.2 -4.4 -0.8 74.2 2.1 Variation in working capital requirement -2.1 13.1 -54.4 -10.0 -13.9 Equity 252.9 251.9 243.5 237.7 277.8 Cash flow from operations of consolidated companies 196.6 238.1 162.0 230.9 243.6 Minority interest 78.4 78.2 79.0 46.5 47.7 - Financial income received 5.6 1.4 1.3 2.3 2.2 Provisions and deferred taxes 92.9 48.5 26.5 38.5 50.6 - Financial charges paid -8.0 -4.0 -3.6 -7.4 -9.8 Financial results -2.3 -2.6 -2.3 -5.1 -7.7 Long-term debt 149.2 99.1 23.7 397.6 391.2 Credit institutions 136.0 89.0 20.0 396.0 197.0 OPERATIONAL CASH FLOW BEFORE TAXES 194.2 235.5 159.7 225.8 236.0 Leasing and similar obligations 0.0 0.4 0.3 42.3 Extraordinary charges -43.8 -54.3 -24.6 -19.1 -8.9 Other liabilities 0.2 0.1 0.1 1.2 1.7 Cash taxes -20.1 -32.2 -35.1 -39.0 -38.3 non-subordinated debentures 150.0 Extraordinary items and taxes -63.9 -86.4 -59.7 -58.1 -47.2 Other loans 10.3 9.3 1.6 0.1 0.2 Accounts payable 2.7 0.3 1.8 0.3 0.1 OPERATIONAL CASH FLOW AFTER TAXES 130.3 149.1 100.0 167.7 188.8 Acquisitions /divestments -215.9 -39.3 -13.5 -463.7 -6.7 Short-term debt 372.2 384.1 397.2 492.1 375.4 Capex -30.7 -40.7 -39.0 -52.8 -71.5 Leasing 0.0 0.0 0.0 0.1 2.7 Divestments fixed assets 18.8 Credit institutions 40.0 34.0 64.0 79.0 27.0 Other loans 3.4 5.3 10.9 1.0 0.0 CASH FLOW FORM INVESTING ACTIVITIES -246.6 -80.0 -52.5 -497.7 -78.2 Accounts payable 161.1 169.8 175.3 226.8 246.9 New loans 31.0 20.6 0.0 455.0 198.0 Amounts payable in term of taxes, salaries and social security 127.0 128.2 106.1 105.8 93.6 Repayment of loans -52.7 -76.4 -41.3 -89.6 -255.1 Debt resulting from the appropriation profit 40.0 45.0 40.0 42.0 0.0 Purchase of own shares in DPG Media BV -23.6 -33.1 Other liabilities 0.7 1.7 1.0 37.3 5.3 Dividends paid -25.1 -40.1 -45.0 -40.0 -42.0 Accrued liabilities 192.9 188.3 176.9 172.7 151.4 CASH FLOWS FROM FINANCING ACTIVITIES -70.4 -95.9 -86.3 325.4 -132.3 TOTAL LIABILITIES 1,138.5 1,050.1 946.8 1,385.2 1,294.0 Net cash flow -186.7 -26.7 -38.8 -4.6 -21.6 Cash investments 5.6 0.1 0.1 1.4 0.0 Equity 252.9 251.9 243.5 237.7 277.8 Cash and cash equivalents 122.9 101.6 62.8 57.0 36.7 Equity + minority interest 331.3 330.2 322.5 284.3 325.4 Equity ratio 22% 24% 26% 17% 21% Cash position at end of period 128.5 101.7 62.9 58.3 36.7 Equity ratio (incl. minority interest) 29% 31% 34% 21% 25% Net financial debt 47.5 21.7 21.3 416.8 382.3 Net financial debt / EBITDA 0.24 0.10 0.11 1.58 1.46 Finance Annual Report 2019 • DPG Media Report Annual 72 Corporate Governance Board of Directors

Group The Netherlands Denmark

Ludwig Criel Christian Van Thillo Bernadette de Bethune Frits Campagne Anita Nijboer Connie Hedegaard Christian Van Thillo Christophe Convent Chairman and Director Director Chairman and Director and Chairman and Director Director Chairman of the Chairman of the Chairman of the Audit Chairman of the Remuneration Remuneration Committee Remuneration Committee Committee Committee

Ieko Sevinga Jeanine Van der Vlist Christophe Convent Ludwig Criel Annetje Ottow Lars Monrad-Gylling André Rogaczewski Katrine Gundel Harmens Director and Chairman Director Director Director Director Director Director Director and Employee of the Audit Committee representative

Emmanuel Van Thillo Jan Louis Burggraaf Fons van Westerloo Christina Andreasen Ivar Carstensen Director Director Director Director and Employee Director and Employee representative representative Annual Report 2019 • DPG Media Report Annual

The history of DPG Media

2016 This is Sanoma Media 2015 De Persgroep carries out several acqui- 2005 Between 2015 and 2018, De Pers- sitions in the Netherlands. Are now part De Persgroep takes over Dutch sta- groep also invests in some strong of its portfolio: website Hardware.info, Netherlands tion Radio Noordzee and renames it 2012 brands. On the magazine market, B2B marketing company Synpact, and 2017 Qmusic Nederland. That same year, Due to the takeover of VNU Media, it takes over HUMO, TeVe-blad, online video platform MyChannels. In De Persgroep buys Roularta from 1992 1995 De Persgroep takes over newspaper Tweakers, Intermediair, and Nationale and Story. Belgium, De Persgroep acquires financial VTM parent company Medialaan and 1992 In 1995, the first issue of showbiz De Tijd, together with publisher Vacaturebank end up in De Persgroep’s comparison website Spaargids.be. increases its interest to 100 percent. magazine TV Familie appears. Rossel. The De Persgroep/Rossel hands. At the same time, De Persgroep sells 1989 De Persgroep launches Goed On 30 January, the Vlaamse Me- consortium already owned L’Echo, its 50-percent interest in Mediafin 2020 Newspaper De Morgen is Gevoel, the group’s first ma- dia Maatschappij launches the 2003 the French-language sister paper to Roularta. In the Netherlands, De In December 2019, DPG Media purchased by De Persgroep in gazine, which is still in circu- second commercial TV network, De Persgroep acquires ailing of De Tijd, and founds Mediafin. 2013 Persgroep acquires Reclamefolder.nl. announces it is taking over all 1989. In May of 1989, Christi- lation today. Ka2. After several name changes, Amsterdam city newspaper Het De Persgroep buys car website Autrot- media owned by Sanoma Media an Van Thillo takes the helm the brand is now known as Q2. Parool, entering the Dutch market. rack.nl from Wegener, consolidating Netherlands. The takeover is of the group. its digital portfolio in the Netherlands. officially ratified in April 2020.

1987 The launch of VTM heralds the 2001 In August 2003, HLN.be goes 2007 2009 2014 With virtual network operator Mobile 2018 2019 The Van Thillo family acquires end of public broadcasters’ mo- On 12 November 2001 at 6 a.m., online for the first time, at that In 2007, radio station 4FM is ac- De Persgroep acquires a majority VMMa (Vlaamse Media Maatschap- Vikings, an additional telecom brand De Persgroep acquires magazine In Belgium, De Persgroep mer- 66% of the stock in Hoste nv, nopoly and the beginning of Qmusic goes on the air with the time as the only Belgian news quired by VMMa (the new name of interest in PCM, thus taking over pij) is renamed MEDIALAAN, a nod to is brought in. With its focus on mobile Primo and price comparison web- ges its subsidiaries De Persgroep and eventually becomes the private television in Belgium. Deckers & Ornelis Ochtendshow. site with its own newsroom. In the Vlaamse Media Maatschappij de Volkskrant, Trouw, and AD. the address where it is headquartered data, Mobile Vikings challenges the telco sites Independer and Mijnenergie. Publishing and Medialaan into sole shareholder. The publishing VTM is founded by 9 publishers, This establishes the tradition for December 2004, the website, with since 1999). In 2009, the station (1 Medialaan in Vilvoorde). status quo. This way, the group expands its a single company: DPG Media. company’s name is changed to including De Persgroep, each of years to come: a hit morning show its 700,000 unique monthly vi- is renamed Joe, its current name. online service offering. That also becomes the name for De Persgroep. The Van Thillo which holds 11.1% of the shares. and a radio station that focuses sitors, is the biggest news site That same year, VMMa also invests De Persgroep acquires British holding De Persgroep in the Netherlands. family was already the publisher on listeners. in the country for the first time. in a new sector: together with KPN Mecom, thereby taking ownership of magazines Joepie and Dag Group, telco brand JIM Mobile is of Wegener, the largest publisher of On the job and automotive mar- Allemaal. founded. regional dailies and free local papers kets, too, DPG Media joins forces in the Netherlands. The takeover also with Mediahuis. The online plat- Together, we reach 92% sees Danish newspaper Berlingske forms AutoTrack.nl (DPG Media) end up within De Persgroep. and Gaspedaal.nl (Mediahuis) of all Dutch people every day. now operate as the joint venture Automotive MediaVentions. On the Uw referentie in de energiemarkt job market, Vacature.com (DPG Turnover Media) and Jobat.be (Mediahuis) merge into JOBAT, the new refe- rence on the Belgian recruiting market. 355 900 1.07 million euros FTE’s million subscribers DPG Media's new Antwerp headquarters was put into use on Monday 16 September 2019. 850 people work there, and it's the home base of News City. Belgium The Netherlands Denmark DPG Media België DPG Media Nederland Berlingske Media

Headquarters & registered office Headquarters Headquarters Mediaplein 1 Jacob Bontiusplaats Pilestraede 34 2018 Antwerpen 1018 LL Amsterdam 1147 Kopenhagen Belgium The Netherlands Denmark Phone +32 2 454 22 11 Phone +31 20 562 9111 Phone +45 33 75 75 75